Rustomjee Business School

PRESENTED BY :
Bipin Patel 06
Nilesh Singh 07
Vir Gohil 08
Vidhi Shah 16
Chirag Panchal 22
Introduction

• Onida‘s market share in the Color Television (CTV) market went up from
9.5% in 1997-98 to 11.7% in 1999. (In 2000, Onida's market share was
13%).

• However, almost 45% of its sales had came from the 21-inch segment.
Onida therefore decided to increase its market share across all categories.

• Onida, which was better known as a '21-inch television company,' wanted

to rejuvenate the brand by entering the 14 inch and 20 inch segments.

• In May 1999, Onida came out with a unique product, a 14 inch CTV set
nicknamed Candy.
Introduction
• Onida took over Indian electronics world in Nineties
purely with their advertising genius and the catchy
caption "Neighbour's envy, Owner Pride.

• Neighbours Envy, Owners Pride campaign ran for

more than two decades consecutively, making it one
of the most talked-about in Indian advertising
history.
• In 1998, Onida withdrew the mascot The explanation given in 1998 was that Indian
consumers no longer find Devil, who symbolizes Envy, relevant.

• But ever since it changed the tagline and mascot, Onida never found a powerful
positioning .
‡
• After six years of drifting around, Onida brought back the Devil with much fanfare in
2004.
The FALL....
• Marketing problem and not a Branding problem

• Fear from competition

• Onida failed because its product failed

• Tarnished the brand to create a new identity

• Overdependence on single product

• Keeping it simple with advertisement

“ONIDA became successful because the devil was backed by

product that really created envy in others, but now there’s nothing to
envy about Onida.”
Dilution of ONIDA’s brand equity
• Frequent change in Advertising:-
- Moved from one marketing agency to another (Rediffusion to McCannn Erickson)
- New avatar and new tagline “ Nothing but the truth”
- One More “ It can change your life”
- The last one “ Experience the desire”
- Change in positioning strategy

• Internal management problem:-

- Fight over the control of Onida group (Gulu & Sonu Mirchandani and Vijay Mansuk)
- consequence on brand equity and marketing of Onida
- Staging the recovery after the re-launch of the brand

• Aging Customer base:-

- Customer have grown older with times
- Brand has failed to connect itself with current generation
BAD Media Planning
CONT….
What should ONIDA do?
• 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.

• Regain Visibility: 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.

• Line Extension: The Company should go for line extension in value segment so as to
target more customers 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.
THANK YOU