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
” 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