A

RESEARCH PROJECT REPORT

ON

EFFECTIVENESS OF MARKETING STRATEGY FOR LCD TELEVISION

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

Submitted in partial fulfillment for the award of the degree of Bachelor in

Business Administration

BBA VI SEMESTER

[Session 2017-2020]

UNDER THE GUIDANCE OF: SUBMITTED BY:

MR. ISHAN JAIN RISHABH MALHOTRA

ASSISTANT PROFESSOR ROLL NO. 1703491457
BBA DEPARTMENT BBA VI SEMESTER

VIDYA INSTITUTE OF CREATIVE TEACHING

Affiliated to CH. CHARAN SINGH UNIVERSITY, MEERUT

VIDYA KNOWLEDGE PARK, BAGHPAT ROAD, MEERUT - 250002

 STUDENT DECLARATION

This is to certify that I have completed the research project titled

“EFFECTIVENESS OF MARKETING STRATEGY FOR LCD TELEVISION
(A CASE STUDY OF MIRC ELECTRONICS, “ONIDA”)” under the guidance of MR.
ISHAN JAIN in partial fulfillment of the requirement for the award of degree of Bachelor
of Business Administration at Vidya Institute of Creative Teaching, Meerut. This is an
original piece of work & I have not submitted it earlier elsewhere.

PLACE: RISHABH MALHOTRA

DATE: ROLL NO.: 1703491457

BBA VI SEMESTER

i
 CERTIFICATE FROM INSTITUTE GUIDE

This is to certify that the research project titled “EFFECTIVENESS OF MARKETING

STRATEGY FOR LCD TELEVISION

(A CASE STUDY OF MIRC ELECTRONICS, “ONIDA”) ” is an academic work done

by “RISHABH MALHOTRA” submitted in the partial fulfillment of the requirement for
the award of the degree of Bachelor of Business Administration at Vidya Institute of
Creative Teaching, Meerut, under my guidance & direction.

To the best of my knowledge and belief the data and information presented by herein the
project has not been submitted earlier.

SIGNATURE :

MR. ISHAN JAIN

ASSISTANT PROFESSOR

BBA DEPARTMENT

ii
 ACKNOWLEDGEMENT

I, RISHABH MALHOTRA, Student of BBA, Part III would like to thanks all those who had
put their whole efforts and helped me in completing this project.

At first, I would like to thank Mr. Mayank Saxena, Sales Manager at ONIDA, who has
given his full support and helped me in preparing the report.

I would like to give special thanks to our Principal Dr. Kaushalya Bhandari. My deep and
whole hearted thanks to Dr. ANJU GUPTA for providing me valuable guidance and
encouragement.

A big thanks to my parents and my sister, without their support completion of project was a
difficult task for me.

At last my deep hearted gratitude for my friends for being there with me throughout the
working of the project.

RISHABH MALHOTRA

iii
 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.

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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 LIST OF TABLES

Serial no. TITLE Page no.

1 1.4 Comparison between CRT and LCD 9

2 2.1.7 Share market position of ONIDA 23

3 2.1.8 Journey and Achievement 24

4 4.3 Comparison of ONIDA and SAMSUNG 47

5 4.4 Comparison of ONIDA and SONY 47

v
 LIST OF GRAPHS

Serial no. Title Page no.

1 Role of size 23

2 Most preferred size 24

3 Space for LCD 31

4 Most preferred resolution 35

5 Preference for contrast ratio 44

6 Importance of motion response time 46

7 Importance of connectors 49

8 Importance of price 59

9 Affect of power consumption 62

10 Need for prior information 71

11 Brand preference 73

12 Sound preferred 74

TABLE OF CONTENTS

Serial no. Particulars Page no.

vi
1 Student Declaration 2

2 Certificate From Institute Guide 3

3 Acknowledgement 4

4 Executive Summary of the project 5

5 List of tables 6

6 List of graphs 7

7 Chapter-1 Introduction 9-17

8 Chapter-2 Introduction to organization 18-40

2.1 Review literature
2.2 Product Line

9 Chapter-3 Marketing strategy of ONIDA 41-46

10 Chapter-4 Competitors of ONIDA 47-57

11 Chapter-5 Research And Analysis 58-76

12 Bibliography 77-79

13 Annexure 80-83

vii
CHAPTER-1

viii
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

1
 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 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

2
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 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 shutter–filter
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

3
crystal between them. This forces the 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.

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.

4
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 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

5
 1.4 COMPARISION OF LCD V/S CRT MONITORS

Characteristics LCD Displays CRT Monitors

Produces very bright images due Fairly bright, but not as bright as
Brightness
to high peak intensity. LCDs.

Use more power and produce

Consume less than 1/3 the
Power Consumption more heat than a comparable
power of a comparable CRT.
LCD.

Take up about 40% less desk

Larger, weigh more and take up
Physical Aspects space. LCDs are thin and
more space than an LCD.
compact.

Older CRTs have a rounded

spherical or cylindrical shape
Screen Shape Completely flat screen.
screen whereas newer CRTs have
a flat screen.

Normally sharper than LCDs

At the native resolution, the Sharpness can be reduced by
Sharpness
image is perfectly sharp. images with softer edges, flawed
focus and color registration.

Bad Pixels Can have many weak or stuck In rare instances 1 or 2 dark
pixels, which are permanently on phosphor dots, which are hard to
or off. Some pixels may be detect. Aperture grille tubes
improperly connected to generally have 2 very thin wires
adjoining pixels, rows or that are sometimes noticeable.
columns. Bothers some people but most

6
 don't notice.

The aspect ratio and resolution Easily duplicates any preferred

Aspect Ratio
are fixed. aspect ratio.

Lower contrast than CRTs due to Produce the highest contrast

Contrast
a poor black-level. levels commonly available.

Considerably more expensive Less expensive than comparable

purchase price than comparable displays using other display
Cost CRTs. (Cheaper lifetime cost: technologies. CRTs can save you
lasts about 13,000 - 15,000 more more than 50% on the purchase
hours than a typical CRT.) price.

Motion Artifacts Slow response times Fast response times

Works best at the native

Resolution Will operate at any resolution
resolution.

Viewable from almost every

Viewing Angle Restricted viewing angles.
angle.

7
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

8
 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.

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.

9
Apart from Television Exports to Russia, ONIDA also exports DVD Players and High end
LCD Televisions

10
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.

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.

11
BOARD OF DIRECTORS

Mr. G.L.Mirchandani

Mr. Vijay Mansukhani

Mr. Manoj Maheshwari

Mr. Vimal Bhandari

Mr. Ranjan Kapur

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.

12
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.

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 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

13
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...

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.

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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.

15
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

Completed plant expansion project to increase capacity from 600K CTVs to 1.2
2002
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

17
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-
Achieved 1.20 million CTV sales
05

2005 Launch of 'POISON' range of CTV's

ONIDA's Brand relaunch campaign 'Tumko Dekha Toh Yeh Design Aaya' to
2009 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

WASHING MACHINES:

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

19
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.

AIR CONDITIONERS:

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.

20
DVDs:

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.

21
MICROWAVE OVENS

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.

22
Mobiles:
 

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.

2.2.2 NOW SOME DETAILS ABOUT ONIDALCD TELEVISION

23
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.

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,

24
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.

25
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.
 

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
26
1 HDMI Input. This TV comes with a response time of 5 ms.

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.

27
ONIDA32 DIAMOND

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

28
ONIDAI-CARE

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.

29
ONIDA XARIA THUNDER

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.

ONIDA22 XARIA

30
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.

ONIDA32 XARIA LITE

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.

31
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

32
 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 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: 

33
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.

34
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.

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
35
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.

36
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.

37
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

38
 CHAPTER- 4
4.1 COMPETITORS OF ONIDA

SONY

SONY CORPORATION (commonly referred to as Sony), is 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.
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 Entertainment, Sony Ericsson, and Sony Financial. As a
semiconductor maker, Sony is among the Worldwide Top 20 Semiconductor Sales
Leaders.

The company's current slogan is make-believe. Their former slogan was like.no.other

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

39
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.

40
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

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.

41
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.

42
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 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

43
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. 

44
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

LG

45
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 Display was originally formed as a joint venture by the Korean electronics company LG

Electronics and the Dutch company Koninklijke Philips Electronics in 1999 to manufacture
active matrix liquid 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.

46
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.

47
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.

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

48
technology. Videocon on the other hand leveraged its MNC image by it tagline of “Indian
MNC”.

Advertisements:

 LG has Abhishek Bachhan, Samsung Has Aamir Khan, Videocon had Amithabh Bachhan
and now Sharukh Khan and all these
players have used celebrity to a good effect to endorse their brands. On the
other hand ONIDAis stuck with its old “Devil” which isn’t helping.

Visibility: 

The companies are associated with events and sponsorships. Like

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

brand visibility.

49
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

50
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.

51
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.

RESEARCH DESIGN

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

52
  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 : Random sampling

SAMPLE SIZE : 55

DATA COLLECTION METHOD : Survey method

DATA COLLECTION INTRUMENT: Structured questionnaire

NATURE OF STUDY : Exploratory

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.

53
 1. Does screen size plays role in choosing LCD TV?

Factors Strongly agree Not agree Sometimes depend Can’t say Total

No. of customers 36 6 9 4 55

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 Sometimes Can’t say
agree depend

No. of customers

INTERPRETATIONS:

For majority size play an important role in buying LCD.

54
 2. Which size do you prefer?

Screen size 19” 22” 24” 26” 32” 42” total

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

19” 22”

24” 26”

32” 42”

INTERPRETATION:

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

55
 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%

space for LCD

25
20

15
10

0
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.

56
 4. How much resolution is important while buying?

Factors Not much Very much Can’t say Total

No. of customers 5 42 8 55

Percentage 9.09% 76.36% 14.45% 100%

resolution prefered

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.

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

57
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

0
Always Sometimes Sufficient No matter

INTERPRETATION:

38%respondants always prefer contrast ratio while buying LCD.

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

58
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
agree

0 5 10 15 20 25 30

INTERPRETATION:

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

7. Are connectors offered really needs in buying?

59
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

0
Always Sometimes Sufficient No matters

No. of customers

INTERPRETATION:

For maximum respondants connectors are always needed while buying LCD.

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

60
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

Strongly agree Not agree Sometimes depends Can’t say

INTERPRETATION:

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

9. Does power consumption matters in buying LCD TV?

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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 25

No. of customers

INTERPRETATION:

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

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

Factors Always Sometimes Sufficient No matters Total

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No. of 22 17 7 9 55
customers

need of prior info.

25

20

15

10

0
Always Sometimes Sufficient No matters

No. of customers

INTERPRETATION:

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

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

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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

SAMSUNG
LG
SONY
ONIDA
VIDEOCON
PANASONIC

INTERPRETATION:

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

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 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
100-300 300-500 500-800 800-1000 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.

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 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.

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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.

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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.

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 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.

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BIBLIOGRAPHY

70
 WEBSITES

 www.wikipedia.com
 www.onida.com

 www.compareindia.com

 www.avrev.com

 www.google.com

REFERENCES

 Business Research Method by William Zikmund

Topic: Survey research and Data Analysis

 Marketing Management by Philip Kotler

71
 Topic: Conducting Marketing Research

 Marketing Management by Ashok Sharma, Anju Gupta, Neetu Mathur

Topic: Marketing Research

 Company manual and brochures.

ANNEXURE

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 QUESTIONNAIRE

NAME:__________________________________________

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”

73
  26”
 32”
 42”
3 Does space for LCD also matters while buying?
 Strongly agree
 Not agree
 Sometimes depend on it
 Can’t say
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?

74
  Strongly agree
 Not agree
 Sometimes depend on it
 Can’t say
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

75
 Don’t know

76