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    SUMMER TRAINING PROJECTON

    (BRAND PROMOTION)MIRC ELECTRONICS LIMITED

    ONIDA (PHASE-II NOIDA)

    Summer Training Project Report

    Submitted for the partial fulfillment of the degree of

    MASTERS OF BUSINESS ADMINISTRATION

    SUBMITTED BY: SUBMITTED TO:BEAUTI GUPTA ABES IT GROUP OF

    INSTITUTIONS

    MBA III Semester

    Roll No. : 096107001

    ABES INSTITUTE OF BUISNESS MANAGEMENT

    !"m#$s%&' 19T(

    )m sto*e' N"t+o*"l (+,-"/%&'+"/ N","r' G(A2IABAD !+t/% &01009 3UP4 INDIA

    A55+l+"te to:% UTTAR PRADES( TE!(NI!A UNIERSITY'

    U!)NO8

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    !ERTIFI!ATE

    This is to certify that Ms. Beauti Gupta, is a student of ABES Institute of Technology and has

    done his/her Training Project Brand Pro!otion." in the speciali#ation area Mar$eting.

    The %or$ e!&odied in this report is original and is of the standard e'pected of an MBA student

    and has not &een su&!itted in part or full to this or any other (ni)ersity for the a%ard of any

    *egree or *iplo!a. +e/she has co!pleted all reuire!ents of guidelines for Training Project

    -eport and the %or$ is fit for e)aluation.

    Signature of +ead of Institution

    a!e Prof. 0.1. Gupta

    Institution ABES IT

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    TABLE OFCONTENTS

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    TABLE OF CONTENTS

    CERTIFICATEDECLARATION

    PREFACE

    ACKNOWLEDGEMENT

    EXECUTIVE SUMMARY

    COMPANY PROFILE

    About Onida

    Vision, mission & values

    FairnessCode of business ethics and conduct

    Product

    OBJECTIVE OF STUDY

    BRAND PROMOTION

    RESEARCH METHODOLOGY

    MARKETING OF ONIDA

    BRAND ANALYSYSDATA ANALYSYS & INTERPRETATION

    SWOT ANALYSIS

    RECOMMENDATION

    CONCLUSION AND SUGESSTION

    ANNEXURE

    BIBLIOGRAPHY

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    DECLARATION

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    DECLARATION

    I Beauti Gupta, Student of MBA, 2rdSe!ester, ABES Gha#ia&ad, here&y

    declare that all the infor!ation facts and figures produced in this report is

    &ased on !y o%n e'perience and study during !y research in analy#ing the

    Training and de)elop!ent depart!ent.

    I further declare that all the infor!ation and facts furnished in this project

    report are &ased on !y intensi)e research findings. They are first hand

    and original in nature.

    3BEAUTI GUPTA4

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    PREFA!E

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    PREFA!E

    All that I learnt in classroo! is turned into practicality in this period of t%o

    !onths of su!!er training. Practical orientation is necessary for e)ery

    field of study, especially for a !anage!ent student to perfor! as a

    potential !anager.

    I joined MI-1 E4E1T-5I1S 4T*. on 6(E 78 97:7 for su!!er

    training. I %as placed under the guidance of Mr. -ashid +asan and the

    %hole Sales *epart!ent ;B-M< Sales=.All the co!pany>s policies,

    principles, )ision ? )alues, ethics policies %ere inducted to !e. And all

    the e'isting sales progra!!es in the co!pany %ere &riefed to !e.

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    ACKNOWLEDGEMENT

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    ACKNOWLEDGEMENT

    I consider !yself e'tre!ely fortunate to ha)e the opportunity to %or$ in a

    reputed organi#ation li$e MIR! EE!TRONI! IMITED. It %as a greatlearning e'perience to %or$ in the organi#ation, %hich pro)ided !e the

    $no%ledge and e'perience of industry and also ga)e !e the right e'posure

    to the corporate %orld.

    Special than$s to Mr. -aji) Bashin 3B-M@ SA4ES for gi)ing !e the

    opportunity to do !y su!!er training in 5I*A.

    I a! e'tre!ely grateful to Mr. -ashid +asan 3Sales Manager, for his

    )alua&le support and enriching !y thoughts in this field fro! different

    perspecti)es.

    I a! than$ful to Mr. A!it 3Manager Sales, Mr. Sadhu, and entire Mar$eting

    tea! for their guidance and $ind support. My increased spectru! of

    $no%ledge in this field is the result of their constant super)ision and

    direction that has helped !e to a&sor& rele)ant and high uality infor!ation.

    4ast &ut not the least@ I %ould li$e to sho% !y gratitude to all those persons

    %ho ha)e directly or indirectly helped !e to co!plete !y project.

    3BEAUTI GUPTA4

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    A

    STUDY

    ON

    BRAND

    PROMOTION

    IN

    ONIDA

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    EE!UTIE SUMMERY

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    EE!UTIE SUMMERY

    Branding your &usiness you need to stand out fro! the herd %hen it co!es to &usiness.

    0ou need to &e &etter, stronger and !ore adapta&le than your co!petitors. 0ou need to &e

    eye

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    :. Their 4ogos

    9. Their Slogans

    2. Their Pro!ises

    It>s a!a#ing ho% !uch ad)ertising pro!otion %e a&sor& e)ery day. 4ogos, slogans and

    associated ad)ertising !ethods 3particularly &ac$ground !usic stic$ li$e !ud. The car

    in front is a 3""I>! lo)ing it" Thin$ different" Celco!e to our et%or$"

    6ust a fe%, &ut I>! certain you can na!e the &rands.

    Brand pro!otion strategies you need to thin$ &ig. 0ou need to thin$ out of the &o'. 0ou

    need to dispel any notions of %hat is Fusual> or Fe'pected.> 0ou need to gra& your

    audience and you need to $eep the! until they are fully a%are that you e'ist and that you

    !ean &usiness.

    4oo$ to your &usiness !ission state!ent and as$ %hat it is that you %ant to pro!ote. 5f

    course you need to sell your product, you need to !a$e !oney, &ut you also need to

    sur)i)e, and in order to do that you need to for! an i!pression on your !ar$et.

    *on>t copy your co!petitors, &e original instead loo$ to co!panies that inspire you for

    inspiration.

    Cord of !outh is &y far the !ost effecti)e for! of ad)ertising. People ignore Popll listen to their &est friend. If you pro)ide a uality ser)ice people %ill

    reco!!end you.

    http://www.toyota.com/http://www.toyota.com/http://www.mcdonalds.com/http://www.apple.com/http://www.three.co.uk/http://www.toyota.com/http://www.toyota.com/http://www.mcdonalds.com/http://www.apple.com/http://www.three.co.uk/
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    1usto!ers %ant uality. If you can pro)ide uality at a decent price they %ill co!e &ac$,

    inspiring custo!er loyalty is part of a strong &rand identity.

    0ou !ay %ant to hire a professional to help shape your &usiness !odel, or to i!pro)e

    your ad)ertising sche!e.

    -e!e!&er *on>t li!it yourself@ putting &lin$ers on is a %ay of staying focused@ &ut it

    also leads to !issed opportunities.

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    INTRODU!TION

    TO

    T(E !OMPANY

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    INTRODU!TION TO T(E !OMPANY

    Ao$t ONIDA

    (o +t "ll e,"*

    5nida %as started &y Mr.G.4.Mirchandani and Mr. ijay Mansu$hani in :H: in

    Mu!&ai. In :H9, 5nida started asse!&ling tele)ision sets at their factory in Andheri,

    Mu!&ai. Superior products and the co!&ination of a distincti)e )oice, a cutting

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    T-e Netor;

    5nida has a net%or$ of 22 &ranch offices, 97 1usto!er -elation 1enters and K: depots

    spread across India. MI-1 Electronics shares are listed on the ational and Mu!&ai

    Stoc$ E'changes. The co!pany enjoyed a !ar$et capitali#ation of -s.27:.KL 1r. as on

    2:st March 9778.

    The transition of 5nida fro! a fa!ily

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    !or#or"te P-+loso#-/

    !omm+tme*t to so

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    P"ss+o* 5or >$"l+t/

    Stri)e to create products %ith su&stance that are the &est in class. e)er co!pro!ise on

    uality. Gi)e our custo!er &etter )alueF"+r*ess

    Ce stand for truth, fairness and justice in all our &usiness and indi)idual dealing < %ithout

    this spirit, no !an can %in respect no !atter ho% capa&le he !ay &e.

    Peo#le % o$r ,re"test "ssets

    Ce )alue good people. It is our responsi&ility to create acti)ely and constantly an

    en)iron!ent that supports the! to gro% and flourish.

    ("rmo*/ "*

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    Gro%th is )ital. Increasingly see$ out %ays and !eans to constantly !o)e for%ard.

    I**o?"t+o*

    Progress &y adjusting to e)er

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    (o*est/ @ I*te,r+t/

    All the directors along %ith the senior !anage!ent shall deal on &ehalf of the co!pany

    %ith professionalis!, honesty and integrity, as %ell as high !oral and ethical standards.

    All directors %ill act in good faith, responsi&ly, %ith due care, co!petence and diligence,

    %ithout allo%ing their independent judg!ent to &e su&ordinated. *irectors %ill act in the

    &est interests of the co!pany and fulfill the fiduciary o&ligations.

    !o*5l+

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    c *irectors should a)oid conducting co!pany &usiness %ith relati)e or %ith a fir!/

    co!pany in %hich a relati)e/ related party is associated in any significant role.

    If such related party transaction is una)oida&le it !ust &e fully disclosed to the &oard

    or to the 1J5 of the co!pany.

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    !om#l+"*

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    Rel"te P"rt+es

    As a general rule, the directors and the senior !anage!ent !ust a)oid conducting

    co!pany &usiness %ith a relati)e or significant other, or %ith a &usiness %hich a

    relati)e significant other is associated in any significant role. -elati)e include

    Jather

    Mother 3including step !other

    Son 3including step son

    Sons %ife

    *aughter 3including step daughter

    Jathers Jather

    Jathers Mother

    Mothers Mother

    Mothers Jather

    Sons Son

    Sons Sons %ife

    Sons daughter

    Sons daughters hus&and

    *aughters +us&and

    *aughters Son

    *aughters Sons Cife

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    *aughters *aughter

    *aughters *aughters +us&and

    Brother 3including step

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    The 1o!pany discourages the e!ploy!ent of relati)es in positions, assign!ents

    %ithin the sa!e depart!ent and prohi&its the e!ploy!ent of such indi)iduals in

    positions that ha)e a financial dependence or influence 3e.g., an auditing or control

    relationship, or a super)isor/ su&ordinate relationship. The purpose of this policy is

    to pre)ent the organi#ational i!pair!ent and conflicts that are a li$ely outco!e of the

    e!ploy!ent of relati)es or significant others, especially in a super)isory/ su&ordinate

    relationship. If a uestion arises a&out %hether a relationship is co)ered &y this policy

    the +u!an -esource *epart!ent is responsi&le for deter!ining %hether an

    applicants or transferees ac$no%ledged relationship is co)ered under this policy. The

    +u!an -esource *epart!ent shall ad)ise all affected applicants and transferees of

    this policy. Cillful %ithholding of the infor!ation regarding a prohi&ited relationship/

    reporting arrange!ent !ay &e su&ject to correcti)e action, up to and including

    ter!ination. If a prohi&ited e'ists or de)elops &et%een t%o e!ployees, the e!ployee

    in the senior position !ust &ring this to the attention of his/ her super)isor. The

    1o!pany retains the prerogati)e to separate the indi)iduals at the earliest possi&le

    ti!e, either reassign!ent or &y ter!ination, if necessary.

    !o*5+e*t+"l+t/ o5 I*5orm"t+o*

    The 1o!panys confidential infor!ation is a )alua&le asset. Any infor!ation

    concerning the co!panys &usiness, its custo!ers or other entities %hich is not in

    pu&lic do!ain and to %hich the director has access or possesses such infor!ation,

    !ust &e considered confidential and held in confidence, unless authorised to do so

    and %hen disclosure is reuired as a !atter of la%. o director shall pro)ide any

    infor!ation either for!ally or infor!ally, to the press or any other pu&licity !edia,

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    unless specially authori#ed. This o&ligation e'tends to confidential infor!ation of

    third parties, %hich the co!pany has the rightfully recei)ed under on

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    G+5ts @ Do*"t+o*

    o director or the senior !anage!ent of the co!pany shall recei)e or offer, directly

    or indirectly, any gifts, donations, re!uneration, hospitality, illegal pay!ents and

    co!para&le &enefits %hich are intended 3or percei)ed to &e intended to o&tain

    &usiness 3or unco!petiti)e fa)ors or decisions for the conduct of the &usiness.

    Accordingly, each director !ust ensure that dealings %ith third parties %ith %ho! the

    co!pany does &usiness are concluded on ter!s that %ould generally &e a)aila&le to

    persons %ithout the status of director or directors fa!ily !e!&ers. o!inal gifts of

    co!!e!orati)e nature, for special e)ents !ay &e accepted and reported to the Board.

    Prote

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    !or#or"te O##ort$*+t+es

    *irectors !ust not ta$e for their o%n personal &enefit, or that of any !e!&er of their

    i!!ediate fa!ily, any opportunity that are disco)ered through the use of the

    co!panys property, infor!ation or position unless the opportunity is disclosed fully

    in %riting to the co!panys &oard of directors and the &oard of directors declines to

    pursue such opportunity.

    Per+o+< Re?+e

    5nce e)ery year or upon re)ision of this code, e)ery director !ust ac$no%ledge and

    e'ecute an understanding of the code and an agree!ent to co!ply. e% directors %ill

    sign the %ritten ac$no%ledge!ent at the ti!e ser)ice &egins.

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    M+lesto*es

    :H: MI-1 Electronics P)t. 4td. %as esta&lished

    :H9 1T production started at and Bha)an, Mu!&ai:H2 Technical colla&oration %ith 61, 6apan for 1T

    :H8 Esta&lished in

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    4aunched Jully Auto!atic front loading Cashing Machines

    A MI-1 product is getting sold e)ery 9O seconds

    5perations started in -ussia

    977K 4aunch of the 5'ygen Series 1T

    1rossed Sale of 987,777 1Ts in 5cto&er !onth

    4aunch of Micro%a)e 5%ens

    Mr.Gulu Mirchandani, 1M* a%arded Man of Electronics for the year &y

    1ETMA

    977< 7H Achie)ed :.97 !illion 1T sales

    97:7 4aunch of P5IS5 range of 1Ts

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    M"*",eme*t

    Mr. Gulu Mirchandani 31hair!an ? Managing *irector

    Mr. ijay Mansu$hani 3Managing *irector

    Mr. G. Sundar 31hief E'ecuti)e 5fficer

    Mr. Satrajit -ay 31hief Jinancial 5fficerMr. S. -a)ishan$ar 31hief Technology 5fficer < Audio isual

    Mr. 1. - Talati 3ice President Q 5perations

    Mr. Niriti Sen 3ice President < +u!an -esources

    Mr. Srira! Nrishna!urthy 3ice President < Mar$eting, Sales ? Ser)ice

    http://openwin%281%29/http://openwin%282%29/http://openwin%283%29/http://openwin%281%29/http://openwin%282%29/http://openwin%283%29/
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    Pro$

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    Proe

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    OBE!TIE

    OF T(E

    STUDY

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    OBE!TIE OF T(E STUDY

    The research project is !ainly di)ided into t%o parts first one is study a&out 5I*A

    co!pany profile and the second is %hat the &rand pro!otion in 5I*A.

    The su&jects under these t%o parts are

    General study 5I*A

    a. To study a&out 5I*A co!pany profile.

    &. To study a&out ad)ertise!ent of 5I*A

    %hat are the preferences of &uyer

    a. A sur)ey on consu!er a%areness a&out &rand 5I*A..

    &. analy#ing the data on the &asis of sur)ey findings

    The study %ill end %ith a conclusion gi)ing a reflection of %hole project and

    reco!!endations on the &asis of data findings.

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    BRAND PROMOTION

    IN

    ONIDA

    C

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    T-e est 5+?e 5l"t !RTs to ,o 5or t-+s 5est+?e se"so*

    O*+" &9 Po+so* T-e"tre

    5nida>s 9Hs pride. It co!es %ith :7 spea$ers

    and a surround sound syste!. It has 977 channels %ith features li$e auto off, auto sound

    le)eler and on screen display. It is co!pati&le %ith ga!es and ** players. The

    highlight feature of this flat 1-T though is the pair of satellite spea$ers &undled %ith the

    T to offer added punch to the audio. They also gi)e the T a classy loo$

    .

    http://compareindia.in.com/productdetails.php?id=9205http://compareindia.in.com/media/images/2007/nov/img_30023_onida_poison_theatre.jpghttp://compareindia.in.com/productdetails.php?id=9205
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    4oo$ Chos 1alling

    5nida. The na!e you)e proudly &rought ho!e as a leading &rand of consu!er

    electronics and ho!e appliances.

    5nly no%, its so!e thing ne%.

    5I*A M5BI4E P+5ES.

    Cith 5nida you $no% you can rest assured. A&out uality %ith a distinct edge. A&out

    i!pecca&le trust and cutting

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    http://adoholik.com/pics/onidatv_large.jpg
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    5nida is in the process of car)ing out a place for itself, right in the parallel lane %ith the

    international &iggies pouring their electronic gadgets fro! the Jar East. Chate)er the

    genre, 5nida is not far &ehind. This ti!e %e are spotlighting a trendy loo$ing **

    player of theirs, called The Ato!. The !odel is +*-s not yet released@ &ut %e ha)e their de!o !odel to

    chec$, so let>s see %hat this ne% player can do in ter!s of perfor!ance.

    Des+,*

    There is credit to &e gi)en for aesthetic inno)ation, as this unit is definitely a loo$er. Cith

    an uncon)entional shape for a ** player, it co!prises fluid cur)ed edges and surfaces

    )aguely rese!&ling a suare %hen )ie%ed fro! the top, &ut rounded edges and surfaces

    !a$e up the deal. It is not slee$@ in fact it has considera&le thic$ness or depth.

    The finish all around is a glossy &lac$ piano finish, %ith an 5nida logo printed on the left

    &otto! corner of the top panel, along %ith *ol&y and *TS logos. Sea!lessness is the $ey

    here, %ith the top panel &uttons &eing touch sensiti)e, flush !ounted into the surface )ery

    %ell, entirely flat and s!ooth. The sy!&ols of Fstop>, Fplay> etc. is printed on, %hich

    http://tech2.in.com/india/reviews/home/onida-hdr5522-quotthe-atomquot-dvd-player/72762/0http://tech2.in.com/india/reviews/home/onida-hdr5522-quotthe-atomquot-dvd-player/72762/0http://tech2.in.com/media/images/2009/Jun/img_151642_onida_hdr5522_atom_1.jpghttp://tech2.in.com/india/reviews/home/onida-hdr5522-quotthe-atomquot-dvd-player/72762/0http://tech2.in.com/india/reviews/home/onida-hdr5522-quotthe-atomquot-dvd-player/72762/0
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    loo$s real good, &ut !ight &e a pro&le! in a dar$ en)iron!ent as the re!ote also does

    not glo%. The re!ote is a sli! &lac$ one, a si!ple piece %ell laid out %ith si!ilar si#ed

    round &uttons, so!e of the! &lue %hile the rest &lac$.

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    The &uild uality is not as good as the loo$s, &ut not so %ea$. 0es, the tray is one of those

    thin ones, %hich can &end. Still, if handled %ith care %e can get &y, I presu!e. The

    %eight is light, no real hea)y electronics inside, &ut this is a good thing for porta&ility.

    Fe"t$res "* s#e

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    T A*S

    As

    1hec$ out the latest T co!!ercials fro! 5nida. 6ust clic$ on any of the co!!ercials

    &elo%, that you %ant to see. 0ou can also for%ard this page to your friends, so they can

    )ie% the! as %ell.

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    RESEAR!(

    MET(ODOOGY

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    RESEAR!( MET(ODOOGY

    -esearch !ethodology is considered as the ner)e of the project. Cithout a proper %ells %e&sites etc, ne%spaper articles etc.

    SAMPING

    Sa!pling refers to the !ethod of selecting a sa!ple fro! a gi)en uni)erse %ith a )ie% to

    dra% conclusions a&out that uni)erse. A sa!ple is a representati)e of the uni)erse

    selected for study.

    SAMPE SI2E

    The sa!ple si#e for the sur)ey conducted %as &0 res#o*e*ts. This sa!ple si#e %as

    ta$en on H8 confidence le)el and L significant le)el.

    SAMPING TE!(NIUE

    R"*om s"m#l+*, te$e%as used in the sur)ey conducted

    $est+o**"+res:

    This is the !ost popular tool for the data collection. A uestionnaire contains uestion

    that the researcher %ishes to as$ his respondents %hich is al%ays guided &y the o&jecti)e

    of the sur)ey.

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    P+e

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    MAR)ETING

    OF

    ONIDA

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    MAR)ETING OF ONIDA

    Br"* U#"te : O*+"

    5nida has )entured into !o&ile phones. The &rand has launched the phones in the price

    range of -s :877

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    I feel that the &rand has ju!ped into this category too early. The &rand although enjoys a

    good euity has not &een nurtured in the past couple of years. So %ithout nurturing the

    core &rand, any e'tension is going to ha)e a negati)e i!pact . 5n the other side, the

    e'tension can also &ring freshness to the core &rand . 5nida !ay &e hoping that the

    e'tension can reju)enate the &rand.

    But the issue is that !o&ile phone !ar$et is a highly co!petiti)e !ar$et %ith o$ia

    ruling the ga!e. Al!ost all consu!er dura&le !ajors ha)e their line of !o&ile phones

    and al!ost all cele&rities are &oo$ed &y different &rands. The latest &eing Sa!sung

    endorsed &y Aa!ir Nhan.

    +ence to get eye&alls in this category reuires hell lot of in)est!ent. And I &et 5nida

    !ay ha)e to co!pro!ise on other categories if they %ant to seriously enter the !o&ile

    seg!ent. The &rand !ay &e hoping that the noise !ade in this seg!ent %ill also ha)e an

    effect in other categories also.

    Second is the huge in)est!ent needed in product de)elop!ent. The !odels in this

    seg!ent has a shorter product lifecycle and Indian consu!ers are no% learning the ha&it

    of changing !o&iles e)ery year. Again !ore !oney to &e spent on -?* and less !oney

    on &rand &uilding .

    T-e ONIDA De?+l Ret$r*s

    The caselet ela&orates on the efforts ta$en &y Mirc Electronics to pro!ote its tele)ision

    &rand 5nida. The caselet descri&es ho% the &rand !ascot < FThe 5nida *e)il, helped

    Mirc Electronics gain &rand a%areness for its tele)isions in the early years. The caselet

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    then e'a!ines the !ar$eting co!!unications strategies of the co!pany in the late :HH7s

    after the co!pany a&andoned its popular &rand !ascot. Jinally, the caselet pro)ides

    details of ho% the co!pany again re %ith the o&jecti)e to

    further &rea$ a%ay fro! the clutter and &uild up &rand recall for its tele)ision &rand.

    Iss$es:

    Brand !ascot and its role in &rand !anage!ent

    (se of ad)ertising appeals in !ar$eting co!!unications ca!paigns

    Pro!otion of consu!er electronics &rands in India

    I!portance of focus group study in !ar$eting co!!unications

    I*tro$s En)y 5%ners Pride". In the :H7s %hen o%ning a

    tele)ision set %as considered a lu'ury, 5nida launched its ad)ertising ca!paign on the

    platfor! of en)y, to pro!ote its tele)ision range.

    A green

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    $est+o*s 5or D+s

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    ONIDA !"*/%Gett+*, t-e M"r;et+*, M+ 8ro*,

    5nidas !ar$et share in the 1olor Tele)ision 31T !ar$et %ent up fro! H.8 in :HHOs unified &rand

    !essage Q othing &ut the truth". The T1 sho%s t%o friends %ho let their friend>s

    &uying ha&its influence their choice of products. The de)il gradually !a$es the! realise

    that they ha)e to thin$ %hat>s &est for the! and not &e influenced &y others> choices.

    The creati)e group &ehind this ne% T1 is -ahul 6auhari, Group 1reati)e *irector,

    -ediffusion *0?-, NS 1ha$ra)arthy, ational 1reati)e *irector, -ediffusion *0?-,

    &esides *esai.

    Shar!a further said, 5ur ne% T1 attac$s the !u!&o."

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    DATA ANAYSIS

    AND

    INTERPRETATION

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    DATA ANAYSIS AND INTERPRETATION

    1o!plete results 39K7 respondents total

    :. I feel &rands should engage %ith their custo!ers &y 5I*A

    Strongly Agree HO K7.K9

    Agree :: KH.:O

    *isagree :H O.H9

    Strongly *isagree L 9.87

    9. I ha)e a !uch &etter i!pression 5I*A custo!er ser)ice

    Strongly Agree O 2L.98

    Agree :7O KK.8

    *isagree K: :O.7

    Strongly *isagree 8 9.7

    2. I a! interested in recei)ing special offers and coupons fro! 5I*A

    Strongly Agree 2L :8.77

    Agree HL K7.77

    *isagree O7 9H.:O

    Strongly *isagree 2 :8.2

    K. If a co!pany uses ne% technology , it %ould affect !y o)erall perception of

    their &rand

    Strongly Agree :9: 87.K9

    Agree H: 2O.H9

    *isagree 9O ::.98

    Strongly *isagree : 7.K9

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    8. I %ould reco!!end a co!panys product or ser)ice &ased on their uality

    Strongly Agree K7 :L.LO

    Agree :7K K2.22

    *isagree 2 2K.8

    Strongly *isagree :2 8.K9

    L. I %ould &e !ore %illing to purchase a product fro! a co!pany

    Strongly Agree 8K 99.87

    Agree :28 8L.98

    *isagree K8 :.O8

    Strongly *isagree L 9.87

    O. +o% !any products of 5I*A do you ha)e

    5ne 9H :9.7

    T%o 2K :K.:O

    Three :7: K9.7

    More KL :H.:O

    one 27 :9.87

    . +o% you $no% a&out 5I*Ae%s paper :H O.H9

    -adio L8 9O.7

    T ads K2 :O.H9

    Jriends L8 9O.7

    Sales !an or distri&utor K 97.77

    H. Chat is your age range

    V: 8 9.7

    :H

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    :7. Chat is your gender

    Je!ale H8 2H.8

    Male :K8 L7.K9

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    GRAP(I!A INTERPRETATION

    D: I feel &rands should engage %ith their custo!ers &y 5I*A

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    D9. I feel &rands should engage %ith their custo!ers &y 5I*A

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    D2. I a! interested in recei)ing special offers and coupons fro! 5I*A

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    DK. If a co!pany uses ne% technology, it %ould affect !y o)erall perception of their

    &rand

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    D8. I %ould reco!!end a co!panys product or ser)ice &ased on their uality

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    DL. I %ould &e !ore %illing to purchase a product fro! a co!pany

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    DO. +o% !any products of 5I*A do you ha)e

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    D. +o% you $no% a&out 5I*A

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    D H. Chat is your age range

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    D:7. Chat is your gender

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    S8OT ANAYSIS

    S8OT ANAYSIS

    STRENGT(

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    *ealer friendly i.e., pro)ides the dealer largest credit period and pro)ides the!

    &etter !argin and incenti)es.

    ery good uality of product

    1o!pany pro)ides )ery %ell after sale ser)ices and also ha)e good ser)ice center

    at )arious places.

    E'iting offers during festi)e season.

    I!ple!ent good co!petiti)e strategies.

    8EA)NESSES

    4ess ad)ertise!ent i.e. e'posure or $no%ledge %hich the consu!er should ha)e

    the 5nida &rand is not good &ecause of lesser ad)ertise!ent.

    Targeting upper inco!e group consu!er and does not target !iddle inco!e group

    people.

    Poor !anage!ent in so!e areas i.e. ser)ice personnel %ere not a)aila&le at the

    ti!e %hen their need is reuired.

    MAR)ETING OPPORTUNITIES

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    5nida should try to concentrate !ore on the tele)ision seg!ent %here its !ain

    co!petitor is 4.G and ideocon is at the top position in case of tele)ision !ar$et

    share &y this and should capture !ore !ar$et share &y this %ay.

    5nida should try to cash its o%n distri&ution strength and relationship &y !a$ing

    the! store and sell only their &rand. 5nida should pay !ore attention to dealer grie)ance &ecause they are the real

    strength and they can help the co!pany increasing their !ar$et share.

    5nida has target the upper inco!e group le)el &ut in order to increase its !ar$et

    share, they should target or concentrate on !iddle seg!ent.

    5nida, as in losing its &rand i!age &ecause of lesser ad)ertise!ent. So it should

    concentrate !ore on doing influence ad)ertise!ent and re!inder ad)ertise!ent

    through %hich they should enhance their custo!er to &uy their &rand.

    5ndia has to go in for product differentiation. 5nida has lost a !ar$eting

    opportunity &ut it should no% try to %rest it &ac$.

    Most of the custo!ers are not a%are of the product range of 5nida. So they

    should pu&lici#e their product and !a$e the custo!er a%are of.

    MAR)ETING T(REATS

    After Glo&ali#ation, the &iggest threat is fro! the foreign co!panies. If they are

    allo%ed to co!e in, they %ill &eco!e hyper

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    *ealers of so!e cities are selling T. and +o!e theatre of other co!panies li$e

    Sony and 4.G &esides selling that of 5nida, as the other co!panies gi)e dealers

    !ore !argin and today>s dealers %or$ or sell the product of that co!pany %ho

    pro)ide the! greater !argin. So 5nida should try to see into the !atter &y not

    allo%ing its dealers to sell any other &rand of T. ? +o!e theatre &y gi)ing the!!ore !argin ? incenti)es.

    RE!OMMENDATION

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    RE!OMMENDATION

    The co!pany should reposition 5nida products through effecti)e &rand

    pro!otion strategies so that they can increase the !ar$et share &y inno)ating

    so!e ne% features in their products.

    Ad)ertise!ent in tele)ision 3star plus, #ee, **s satisfaction, co!pany should periodically hold dealers !eet,

    %here it should in)ite group of 97

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    5nida should also introduce dealer incenti)e sche!es to gi)e dealers an added

    ad)antage of getting high return on their in)est!ents.

    5nida can also ta$e a leap &y pro)iding after sale ser)ice to its custo!ers )ia

    dealers or ha)ing ser)ice centers at )arious places. *ealers should &e gi)en

    incenti)es for pro)iding after sale ser)ice, this can increase the le)el of

    satisfaction.

    *ealer should &e gi)en a larger credit period.

    !ON!USION

    AND

    SUGESSTION

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    !ON!USIONThis research is a diagnostic study related to t%o !ain o&jecti)e i.e.

    General study 5I*A

    a. To study a&out 5I*A co!pany profile.

    &. To study a&out ad)ertise!ent of 5I*A

    %hat are the preferences of &uyer

    a. A sur)ey on consu!er a%areness a&out &rand 5I*A..

    &. analy#ing the data on the &asis of sur)ey findings

    As topic is &rand pro!otion in 5nida and %e discuss already that ho% 5nida pro!ote

    their &rands through )arious ad)ertise!ent strategies &ut it is not %ell enough. Therefore

    5nida should ad)ertise !ore in order to increase their sale and i!pro)e their i!age.

    As in case of tele)ision, d)d and %ashing !achine ideocon and 4.G ha)e good

    !ar$et share as co!pare to 5nida &ecause their !ain focus is to%ards !iddle

    inco!e people, the population of this class is )ery high in India so their product

    is also of less price and &etter uality, 5nida should also focus on !iddle inco!e

    people and !a$e their product cheaper so that they can i!pro)e their !ar$et.

    And if %e tal$ a&out ho!e theatre !usic syste! 5nida ha)e good !ar$et in India

    &ut it is also lo%er than Sony %hich is &ig co!petitor of 5nida, Sony ha)e good

    !ar$et share only &ecause of its good &rand i!age and good ad)ertise!ent

    strategies. 5nida should also need so!e %or$ to i!pro)e its &rand i!age

    ad)ertise!ent strategies.

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    4ess ad)ertise!ent is a &ig %ea$ness of 5nida i.e. e'posure or $no%ledge %hich

    the consu!er should ha)e regarding the 5nida &rand is not good &ecause of

    lesser ad)ertise!ent.

    As li$e Shahru$h Nhan, +rithi$ -oshan, A!ir Nhan are popular cele&rities and

    are the &rand a!&assador of ideocon, Sony, Sa!sung. So 5nida should also

    !a$e the popular cele&rity as their &rand a!&assador %ho is li$ed &y e)eryone.

    4arge nu!&er of factors influence &uying &eha)ior li$e a fe% custo!ers &uy it

    for the sha$e of so!e differentiation, &etter uality, )alue of !oney it pro)ides,

    aggressi)e nature of the co!pany due to %hich it &uys the product, product

    range, after sale ser)ice it pro)ides etc. So 5nida should focus on all these things

    and !a$e their ne% strategies to pro!ote their product %hich i!pro)e their

    !ar$et.

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    ANNEURE

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    UESTIONNAIRE

    1usto!er detail

    a!eXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX

    AddressXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX

    1ontactXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX

    Please tic$ the !ost appropriate one

    :. I feel &rands should engage %ith their custo!ers &y 5I*AStrongly Agree

    Agree

    *isagree

    Strongly *isagree

    9. I ha)e a !uch &etter i!pression 5I*A custo!er ser)ice

    Strongly Agree

    Agree

    *isagree

    Strongly *isagree

    2. I a! interested in recei)ing special offers and coupons fro! 5I*A

    Strongly Agree

    Agree

    *isagree

    Strongly *isagree

    K. If a co!pany uses ne% technology , it %ould affect !y o)erall perception of

    their &rand

    Strongly Agree

    Agree

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    *isagree

    Strongly *isagree

    8. I %ould reco!!end a co!panys product or ser)ice &ased on their uality

    Strongly AgreeAgree

    *isagree

    Strongly *isagree

    L. I %ould &e !ore %illing to purchase a product fro! a co!pany

    Strongly Agree

    Agree

    *isagreeStrongly *isagree

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    O. +o% !any products of 5I*A do you ha)e

    5ne

    T%o

    ThreeMore

    one

    . +o% you $no% a&out 5I*A

    e%s paper

    -adio

    T ads

    JriendsSales !an or distri&utor

    H.Chat is your age range

    V:

    :H

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    :7. Chat is your gender

    Je!ale

    Male

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    BIBIOGRAP(Y

    Boo;s

    1. Mar$eting !anage!ent analysis, planning, i!ple!entation, and control /

    P-+l+# )otler % B$s+*ess @ E