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Brand Onida

Brand Onida

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Published by Ashutosh Kashyap
Brand Analysis
Why Brand Onida is not doing well
Brand Analysis
Why Brand Onida is not doing well

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Published by: Ashutosh Kashyap on Dec 06, 2008
Copyright:Attribution Non-commercial

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03/18/2013

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Assignment # 3
BRAND ANALYSISONIDA
 
WHY ONIDA AS A BRAND IS AILING?Internal management Problems:
One of the main reasons for this is thefight between the brothers : Gulu and Sonu Mirchandani and their brother -in-law Vijay Mansukhani over the control of the Onida group. The fight hasseverely 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 andthe return of the Devil. But the family feud has made things difficult for thebrand.
Frequent change in Advertising:
What is interesting about Onida is thebranding. The creative duty of the brand has partly moved from onemarketing agency to another i.e. from Rediffusion to McCann Erickson. But asusual, when the agency changes, the entire brand elements changes. ForOnida, the change till now unfortunately is always for the worse. When O&Mtook the brand from Avenues, the famous tagline “Neighbor’s
Envy,Owner's Pride
” and the Devil was taken off. The brand suffered for almost10 years and has never recovered since .The change of agency from O&M toReinfusion again changed things and Devil returned in a new avatar and anew tagline “
Nothing but the truth
" has now come into existence. Thenew arrangement is not making things better. In 2007, Onida launched a newcampaign for its A/C and with a new tagline “It
can change your life
”. Nowthe new campaign for the air conditioner features a new Devil and thetagline has again changed to "
Experience the desire
". Onida which alreadyis in deep trouble is moving on to further confusion with an unnecessarychange in the positioning strategy. The brand has not been able toconsolidate the earlier theme based on 'truth'. Even before establishing it,the brand has repositioned again.
Aging customer base:
The customers of Onida have grown older withtimes 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 anincreasing issue. When a brand forgets what it is supposed to stand for, itruns into trouble. The most obvious case of brand amnesia occurs when avenerable, long-standing brand tries to create a radical new identity, such as
 
when Onida tried to replace its original tagline with new one. The resultswere disastrous.
Brand fatigue
: Some companies get bored with their own brands. This canhappen to products which have been on the shelves for many years,collecting dust. When brand fatigue sets in creativity suffers, and so do asale which was and is the case with Onida.
Brand paranoia:
 This is the opposite of brand ego and is most likely tooccur when a brand faces increased competition. Typical symptoms include:a tendency to file lawsuits against rival companies, a willingness to reinventthe brand every six months, and a longing to imitate competitors.
COMPARISON WITH COMPETITORSMarket characteristics
 The consumer goods market in India is of USD 4.87 Billion.
Around 45 companies cater to this market. Onida is having a verysmall 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 highmarket 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 Onida to target customers from allsegment.
Positioning:
Their Image of a multinational company in the minds of consumer helped them to grab market share instantly. It gave a perceptionthat these companies have better technology. Videocon on the other handleveraged its MNC image by it tagline of “Indian MNC”.

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