A

Project Study Report

On

Training Undertaken at

ONIDA MICR. ELECTRONICS

Titled

“MANAGING THE MARKETTING AND SALES”

SUBMITTED BY-: SUBMITTED TO-:

DEVENDAR TAK Mrs. NEHA GUPTA

(MBA II SEM)

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 Acknowledgement

I express my sincere thanks to my project guide, Mr. /Dr./Ms./Mrs.

_______________________________________, Designation _________________,
Deptt______________., for guiding me right form the inception till the successful
completion of the project. I sincerely acknowledge him/her/them for extending their
valuable guidance, support for literature, critical reviews of project and the report and
above all the moral support he/she/they had provided to me with all stages of this
project.
I would also like to thank the supporting staff ___________________________
Department, for their help and cooperation throughout our project.

(Signature of Student)

Name of the Students

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Preface
The underlying aim of the seminar on contemporary issue as an integral part of MBA
program is to provide the students with practical aspects of the organization –
working environment.

Such type of presentation helps a student to visualize and realize about the
congruencies between the theoretical learning in the premises of college and actual
followed by the organization. It gives the knowledge of application aspect of the
theories learnt in the classroom.

The seminar project in EMOTIONAL BRANDING is a complete experience in itself,

which provide me with the understanding. This has become as inspirable of my
knowledge of management being learned in MBA program.

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CONTENTS

 INTRODUCTION

 INDUSTRY PROFILE

 PRODUCT CATEGORIES

 USEFULNESS OF STUDY

 REVIEW OF LITERATURE

 COMPULSIVE BUYING AND THE INDIAN CONSUMER

 RESEARCH METHADOLOGY

 RESEARCH DESIGN

 LIMITATIONS OF THE STUDY

 DATA ANALYSIS AND INTERPERTATIONS

 INFERENCES

 COMPARISION WITH COMPETITORS

 RECOMMADATIONS

 CONCLUSION

 BIBLIOGRAPHY

 ANNEXURE

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INTRODUCTION
The primary purpose of this study is to provide comprehensive market
intelligence on a for Household Appliances. This report attempts to provide a
comprehensive review of the market situation and analyzes trend on Pondicherry
region . A combination of primary and secondary research has been used for all
findings. The usage of obtained information is based on the perceived reliability of
the source by the researcher. In many cases, a combination of such sources was
used. In today’s intensely competitive environment, companies today are constantly
looking for ways to satisfy customers by having a better understanding of changing
customer preferences.

The over changing market characteristics have huge impact on corporate decisions.
The global environment also poses several complexities to the sellers in
understanding the market.Within the current marketing environment, competition
between products and services is becoming increasingly tough. This report discuss
about ONIDA home appliances and also other brand home appliances which are
closely related to ONIDA. The main base o four study is to know the competition
faced by the ONIDA and the market availability for the brand appliances in the region
where Study was conducted for this purpose the consumer preference towards
ONIDA is studied in depth. The study of consumers helps firms and organizations
improve their marketing strategies by understanding issues such as how the
psychology of how consumers think, feel, reason, and select between different
alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment (e.g.,
culture, family, signs, media);The behavior of consumers while shopping or making
other marketing decisions; Limitations in consumer knowledge or information
processing abilities influence decisions and marketing outcome; How consumer
motivation and decision strategies differ between products that differ in their level of
importance or interest that they entail for the consumer; and How marketers can
adapt and improve their marketing campaigns and marketing strategies to more
effectively reach the consumer

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INDUSTRY PROFILE

Home Appliances in India

Home Appliances are that without which a modern home is considered

incomplete, especially in urban areas. We have become so used to some of
the home appliances that it seems difficult to live without them. Indeed,
they have made our life more comfortable and easier than ever. In metro
cities and big towns, such household appliances are regarded as a boon, as
they are instrumental in cutting down the time involved in most of the
domestic chores. This is really a great help since people often find it difficult
to keep a balance between professional obligation and household needs.
Products such as microwave ovens, juicer- mixer- grinder, fully automatic
washing machines, frost- free refrigerators are the most popular category of
home appliances. This is because they have made the work of housewives
less tiresome and more enjoying. Most of the domestic appliances are useful
in various kitchen related jobs and hence are termed as kitchen appliances.
Gas stoves, toasters, microwave ovens, mixer & grinders, juicers & blenders,
roti makers, refrigerators, water purifiers are some of the most common
kitchen appliances in India. Besides,there is a category of electronic
products that have become an integral part of modern houses. These are air
conditioners, fans, room coolers, room heaters,geysers, electrical irons etc.

Home Appliance Companies in India

There are many Home Appliance companies in India like Videocon,

Voltas, Godrej, Bluestar, Kenstar etc. Apart from them there are various
international companies also that deal in domestic appliances. Some of
these home appliances manufacturers are Samsung, LG, IFB, Whirlpool,
Kenmore etc. With the arrival of international brands in Indian market, the
competition among rival companies have become stiff, which results in
further improvement in qualities and depreciation in prices of most of the
home appliances in India. Since, a majority of products are electrically
operated, the focus is on such household appliances that are efficient in
power consumption.

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Home Appliance Stores

Most of the leading home appliances manufacturers and companies have set up their
exclusive retail outlets in important towns and cities of the country. Besides, there are
local home appliances suppliers, manufacturers, wholesalers and retailers spread
throughout India. Apart from that Home Appliances stores and shops are located in
every locality, which let you compare products of different companies before buying
and also let you buy all kinds of home appliance products at one place. Some
manufacturers also offer after sale service, and if needed, repair the damaged parts
of your electronic products. So here you will find the sites of some of the leading
Home Appliances manufacturers and suppliers.

Share of categories in Home Appliances sector in Oct-Dec ‘10

(Source: www.adex.in, accessed on March 22, 2010)

• Television Sets category was way ahead with 47% share of Home Appliances ad
volumes,
followed by Air-conditioners and Refrigerators with 13% and 9% shares respectively
• Out of 30 categories, 18 of the categories saw growth in Oct-Dec ‘09
• Interestingly, Television Sets (154) advertised the maximum number of brands
followed
by Mixers/Grinders (111) and Water Purifiers (104)

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COMPANY PROFILE
The Company was incorporated on 01 January 1981 as Mirc Electronics Private
Limited. The word Private was deleted from the name on 13th September, 1988
pursuant to Section 43-A(1A) of the Act, and a fresh certificate was issued by the
Registrar of Companies, Maharashtra on 18 th September, 1992 converting the
company into a Public Limited Company. Mirc Electronics Limited was promoted by
Mr. Gulu L. Mirchandani, Mr. Vijay J. ansukhani and Mr. Sonu , L. Mirchandani.
Guviso Holdings Limited is the holding company of Mirc electronics Limited. The
other listed companies promoted by the promoters are Onida Saka Ltd., Onida
Savak Ltd. and Monica Electronics Ltd. which are engaged in the manufacture of
Colour Televisions, Black & White Televisions, Video Cassette Recorders, Audios,
Air Conditioners, Washing Machines, Electronic Tuners and other electronic
products. The Company has launched two new models with better aesthetics and
quality that the `ONIDA' brand demands. With the introduction of full range of Black
&White televisions. The Company has also recently launched a new colour
television, incorporating state-of-the-art features for superlative performance. The
remote control set for this product offers master command, which have been recently
introduced in Japan. The Company has also introduced Brother fax machines in the
Indian market.

The Company is also introducing 'ONIDA ARCADES', which shall be exclusive

'ONIDA' showrooms, situated in the prestigious up market locations.The Company
had launched 6 new models in the middle segment introducing products like Stereo
Radio Recorders and MIDI systems. The Company was awarded ISO 9001
certification during the period under review. The improved compliance with the laid
down Systems & Procedures, Total Quality Management discipline, Cost reduction &
Value engineering would go a long way in fine tuning the performance of your
Company. ONIDA Today Onida is a 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 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 percent 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 with
Arabic, Persian and Russian OSD (menu).Onida products have been favored by
hypermarkets like Lu Lu Centres, Carrefours, Geants and Dasmans in GCC
countries. In addition to the Gulf countries ONIDA has now a sizeable presence in
Russia, Ukraine and neighboring CIS countries. ONIDA has already crossed 100000
mark in CTV exports to Russia in a span of just 2 years and plans to grow in these
markets at a much faster pace. Apart from Television Exports to Russia, Onida also
exports DVD Players and High end LCD Televisions.

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Product Category

ONIDA brand has following range of products.

1. LCD TVs
2. Plasma TVs
3. Televisions
4. DVD and Home Theater Systems
5. Air Conditioners
6. Washing machines
7. Microwave Ovens
8. Presentation Products
P a g e | 12
9. Inverters
10. Mobile Phones.

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Objectives of the Study

 This study was undertaken to study the market penetration for ONIDA
products Awareness/preference among Consumers.
 To fulfill this objective, it is imperative to: Find out how much consumers
are aware of ONIDA and its appliances
 Find out the important factors which a Distributor and dealer considers as
important to sell a product through his shop and a consumer considers to
prefer a brand

Usefulness of the study

The project will help the organization to know Distributors Dealers and consumers
perception about Onida and its competitors. The study will help the organization to
find out close competitors for ONIDA.It will help to decide suitable promotional
schemes for its products in various categories

REVIEW OF LITERATURE

Analyzing consumer behaviour is perceived as cornerstone of a successful

marketing strategy. Consumer behaviour is ‘the mental and emotional processes and
the observable behaviour of consumers during searching purchasing and post
consumption of a product and service. Similarly Engel refers consumer behaviour as
the action and decision process of people who purchase goods and services for
personal consumption. Now if these defining criteria are closely observed, it is
evident that analyzing consumer’s decision making process is the foundation of
entire notion of consumer behaviour. There are four different views related to
consumer decision making process and behaviour. It is argued that first of them is
‘economic view’ that consumers are primarily facing imperfect competition and they
are always expected to make rational decision on the basis of assumptions that they
are aware of all product alternatives, they can rank benefits and limitation of each
alternative and are able to identify one best alternative. Second ‘Passive View’ is
absolutely opposite to economic view and suggests that consumers are irrational and
impulsive as they are submissive to self-centred interests of marketers and got
influenced by marketing tools. Similarly third, ‘ Emotional View’ is related to perceive
consumer’s decision making based on their emotional association or feeling about
some products and services.

For instance, a person loosing red colour specific pen neither go for rational decision
by evaluating alternatives ( economic view) nor will the person get influenced by
marketers ( passive view). Rather the person will try to purchase any pen closely
resembled with his favourite possession. Fourth and arguably most acknowledged
view is ‘Cognitive View’ where consumers are considered as “thinking problem
solver’ which are receptive as well as actively searching for the products and

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services that can fulfil their need. Consumer’s behaviour under this view is based on
information seeking and processing attributes usually directed by a goal. For
instance, buying a tooth paste from shop can have a certain goal of choosing product
that can taste good. Despite of critiques for each viewpoint, it can be considered a
valid argument, that all four types of decision making behaviour exist and provide
marketer guidelines to analyze consumer accordingly.Consumer’s decision making
process that includes problem identification, information search (on internet and
showrooms), evaluation of alternatives (comparing brands, for instance on basis of
repute and features), purchase (purchasing selected item) and postpurchase action
(satisfaction or dissonance). If the consumer is satisfied with the product he/she
would make repeat purchases or if the consumer is dissatisfied negative reviews or
negative word of mouth would spread causing fatal damage to the product. The
discussion may be concluded on the notion that no matter which view point out of
four discussed above is common; it is an imperative fact that marketers have to
realize existence of all of them to analyze consumer behaviour effectively.

Conceptional view of literature-:

The classical learning theory, which has evolved to Social cognitive theory, Socio-
cognitive view of addiction, self-regulation mechanismexplains buying behavior as a
response to a stimuli. The factors of stimuli are in the form of the product, retail
environment, emotional responses, and satisfaction of needs, pleasure and
excitement. These factors are classified into socio-cultural, psychological, psychiatric
and theological domains. The factors can be further divided into external and
internal. The response (buying) is rationalized using the self –regulation
mechanism .The potential buyer goes through the process of self observation,
judgment, self reaction and self regulation. The self observation is monitoring ones
action to provide diagnostic information about the impact of behavior and attainment
of goals. In the judgment process the personal standards, social comparisons with
associates, reference group norms and prior behaviour or collective Comparisons
are done. The self-reaction process involves when behavior is observed and
judgedto deviate from personal or social standards of conduct.Unregulated buying
may reflect ineffective self-reactive control. Previous research shows that forty
percent of respondents admit that they are impulsive in nature, the reason being their
self-control mechanisms not working and in reality more than ninety percent of
buyers are impulsive. The impulsive behavior when repeated continuously becomes
compulsive buying and when ina very higher degree is called addictive buying.

In consumer literature compulsive buying is described as chronic,repitative,excessive

purchasing that becomes a primary response to negative life events, inner
deficiencies or negative feeling and hence carries a strong compensatory
components. Compulsive buying can harm not only the individual but his/her family
and society bankruptcy. Substantial research further suggests that people highly
oriented toward the acquisition of wealth and possessions report relatively low levels
of well-being. have reviewed how materialistic tendencies are associated with
individual’s identities, use of money, motivation for work, and social

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behaviour.Substantial research further suggests that people highly oriented toward
the acquisition of wealth and possessions report relatively low levels of well-being.

Consumers who use credit cards spend more than those who use other means of
payment, psychological, demographic variables can predict consumers who use
consumer credit effectively With easier access to malls, a sea of products available,
and little or no social stigma attached to constant shopping which formerly had been
considered an indication of moral or spiritual decay, compulsive shoppers encounter
temptations daily. Shopping is changing in nature. The focus is shifting from the
purchase of provisions to satisfy the physical needs of oneself towards the use of
consumer goods as a distinctive means of Acquiring and expressing a sense of self
identity. Regulatory emotions Elliott 1994) or gaining social status. Changes have
enhanced the complexity of consumption and created an atmosphere that has turned
out to be more favorable for the risk of compulsive behavior than before. The belief
that consumer goods are an important route towards success, identity and happiness
are core values of consumer society.

The emerging retail segment and life style changes:

The literature being predominantly western but having gone into the process of
globalization for the last 15 years the Indian retail environment provides a similar
picture. Retail sales in India amount to $180 billion and account for 10-11 % of
GDP.The Indian retail market has around 12 million outlets and
has the largest retail outlet density in the world. Indian retail has bright prospects,
propelled by the fast lifestyle changes taking place in the Indian household. Over the
last decade, India’s middle and high-income population has grown at a rapid pace of
over 10% per annum, even as the large low-income base has shrunk. The changing
identity of Indian women and the structure of the family is driving demand for
convenience. Customers are demanding better store ambience and are looking for
solution providers and external guarantors of quality and useability.The Indian
consumer is increasingly focusing on value, convenience, variety and a better
shopping experience. The increase in variety, quality, and availability of products, as
well as an increase in spending power has resulted in consumers increasingly using
supermarkets for their personal shopping. Indian lifestyles are changing, with the
emergence of more educated women entering the workforce, and with more two-
income households with higher disposable incomes. The rise of working women is a
growth accelarator.According to the consumer outlook 2002 study by KSA techno
park the overall spending of working woman is about 1.3 times that of an average
housewife. However they spend much more on life style products. The ratio of men
to women spending in single income household to double income household is 1.2:1
whereas the same is 1.05:1 in case of household with Double Income No Kids
(DINK). The study further finds, increased relative spending of youth compared to
elders has gone up over 3 years. Teenagers are getting richer with every passing
year. In fact 90 percent of youth get pocket money, with the average amount having
increased from Rs.284 (2003) to Rs.375 (2004). Youth is emerging as core for
lifestyle products. The study was aimed at exploring their mindsets, media
preferences, attitudes and their behaviour in the market

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place. According to the study, much of their pocket money went on grooming,
hanging out, indulgence and on high ticket items as well. Food and beverages
account for the largest proportion of the teenager’s pocket money (with ice-creams
and soft drinks leading the category).Further, personal durable ownership has
increased, with teenagers also influencing purchase of entertainment durables at
Home.

The Credit market in India:

Credit card market in India is estimated at 14-20 million according to a recent survey
conducted by global management consultant McKinsey. ICICI Bank asserts an
average of Rs. 32,000 as annual spends per card (comparable to that of more
advanced markets like Taiwan and Malaysia).ICICI Bank, which has more
promotions in the pipeline, now claims to add up to 100,000 new customers every
month while Citibank adds 80,000-90,000 and State Bank of India adds 70,000-
75,000 cards per month. The other forms of credit market like automotive loans,
housing loans, personal loans, education loans are all expanding. Consumerism or
consumerist philosophy is buy now and pay later .It is under this scenario the
linkages between the retail segment and the credit market seems important.

Compulsive buying and the Indian consumers:

The post globalized economy offers the consumers with countless brands in the
product –market.The credit market is equally poised to co-exist to the increasing
demand, as consumers are on a shopping spree. The economy is growing at an
average rate of 6% every year, for the last 12 years. The employment opportunities
are on the rise leading to increasing disposable income. According to the National
Council of Applied Economic Research, the Indian middle class has increased on the
back of the economic boom, growing by some 10 to 12 percent per year, and
estimates its size to reach 300 million people. As an outcome of consumerism, the
money that could have spent on social capital like education, nutrition is spent on
dubious items that give no Social return.

There is an endless quest to purchase newer products and the life is focused on the
Imaginary world of the unattainable. As a consequence of spending to exhibit wealth,
now major life events like weddings and births are transformed into consumer
events. The increasing buying Frequency is leading families to a path of huge debts
traps. The point of concern here, are defaults accumulating as an outcome of a
phenomenon called consumerism? In the post-modern consumerist economies, the
Maslow’s hierarchy of needs is circumvented at a faster pace. The product life cycle
is shorter and buying urges are intensifying amongst Consumers in India, due to
personal, socio-cultural and the emerging trends in the market place and its
offerings.

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As a result of the impact of globalization and the forces of post-modern
consumerism, the hierarchy of needs of individual is moving unnaturally, not exactly
in the same order as Maslow predicted in the continuum (natural). The marketers of
the preseted in a lot of mesmerizing effect, particularly using the “persuasive
advertisements 3”. The availability of easy and plenty of credit product offerings to
the consumers aggravates the situation. The compulsive buying which is rising in
stature and is recognized as a ‘behavioral anomaly’ The firm that spend (invest) a lot
of money on socially non-viable projects create more of social costs or no social
returns. This anomaly makes both the firm and individual spending model non
sustainable in the long run. For an individual, buying beyond one’s need/ability is a
leading Indicator to a path of high personal debt. As per the Basel committee norms
on banking, there is a growing importance for the non-financial credibility of the
potential borrowers, over and above his/her financial credibility. This argument falls in
line with sustainable borrowing and spending as the urges of consumerism are
growing stronger, faster and getting deep rooted in our value and belief systems.

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Research Methodology

Definition of Research

The word research is derived from the Latin word meaning to know. It is a systematic
and a replicable process, which identifies and defines problems, within specified
Boundaries. It employs well-designed method to collect the data and analyses the
Results. It disseminates the findings to contribute to generalize able knowledge. The
Characteristics of research presented below will be examined in greater details later
are:
 Systematic problem solving which identifies variables and tests relationships
Between them
 Collecting, organizing and evaluating data.
 Logical, so procedures can be duplicated or understood by others
 Empirical, so decisions are based on data collected
 Reductive, so it investigates a small sample which
can be generalized to a larger population
 Replicable, so others may test the findings by
repeating it.
 Discovering new facts or verify and test old facts.
 Developing new scientific tools, concepts and theories, which would
facilitate to take decision

For the proper analysis of data simple statistical techniques such as percentage were
use. It helps in making more generalization from the data available. The data which
was collected from a ample of population, was assumed to be representing entire
population was interest. Demographic factors like age, income and educational
background was used for the classification purpose.

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Research Design

Data Collection :

The prepared questionnaires were distributed among the people living in the areas
identified for the survey purpose. The respondents were chosen through friends,
relatives and using updated telephone directory –2009 as a source for identification.

Sources of data:

Primary data from the respondents was collected by using a non-disguised

structured questionnaire. The questionnaire was prepared with utmost care
incorporating all necessary information by using both open-end and close-end
questions.

Pilot study:

A pilot study was conducted to ascertain the validity and relevance of the
various inputs of the questionnaire

Sample size:

For carrying out any research or study on any subject it is very difficult to cover even
10% of the total population. Therefore the sample size has to be decided for
meaningful conclusion. For designing the sample size, it was thought proper to cover
a very small percentage of population in various age groups. The method used for
sample technique was non probability convenience sampling method. This method is
used because it is known previously as to whether a particular person will be asked
to fill the questionnaire. Convenient sampling is used because only those people will
be asked to fill the questionnaires who were easily accessible and Available to the
researcher. Considering the constraints, it was decided to conduct the study based
on sample size of 100 people in specific age groups.

TYPES & TECHNIQUES

The study conducted is a conclusive descriptive statistical study; the

researcher comes to the decision which is precise and rational. The study is
conclusive because after doing the study the researcher comes to a conclusion
regarding the position of the brand in the minds of respondents of different firms
groups. The study is statistical because throughout the study all the similar samples
are selected and group together. All the similar responses are taken together as one
and their percentages are calculated. Thus, this, conclusive descriptive statistical
study is the best study for this purpose as it provides the necessary information
which is utilize to arrive at a concrete decision.

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TOOLS USED:

To know the response the researcher has used the questionnaire method in sample
survey. If one wishes to find what people think or know, the logical procedure is to
ask them. This has lead marketing researchers to use the questionnaire technique
for collecting data more than any other method. In this method questionnaire were
distributed to the respondents and they were asked to answer the questions in the
questionnaire. The questionnaires were structured
non disguised questionnaire because the questions, which the questionnaire
contained, were arranged in a specific order besides every question asked was
logical for the study, no question can be termed as irrelevant.

LIMITATIONS OF THE STUDY

 The research was conducted in a limited area.
 Time will be a major constraint.
 The respondent will be limited so cannot be treated as a whole population.
 The respondent may be biased.

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DATA ANALYSIS & INTERPRETATION
(NOTE: all the numerical figures appearing in the diagram and charts are
represented in
percentage for easy understanding and convenient purpose)

Inference:
In the study conducted and from the above diagram we are able to understand
that 61% of the respondents are using TV and only 4% of them are using A/C
similairly7% are using washing machine,8% are using DVD and 20% are using
Refrgerator. Hence it is clear that purchasing a LCD is a little costlier when compared
with TV and their markets are yet to be captured effectively by the company. TV and
refrigerator are always having their demand because they are considered as most
essential household requirements

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KEY PLAYERS:

Inference:
The above table and diagram will clearly portray the popular brands among the
people in the present scenario. SAMSUNG which has more popularity among the
people has captured the market effectively and capitalized more from the people
when compared to SONY and ONIDA which are the main competitors in the market
for SAMSUNG. Talking about SONY it has undoubtedly more reputation than
anyother of its competitors because of its brand image but when coming to
performance it has to do something to improve. ONIDA has to penetrate into the
market of SAMSUNG and SONY mainly to establish successfully.

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BRAND AWARENESS

Inference:
The above diagram will clearly depict the brand awareness of the ONIDA in the
area where the survey was conducted. Most of the respondent’s reply was
positive and hence it denotes that ONIDA has a good influence among the people.
So ONIDA has to effectively perform to capture more and more consumers.

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CONSUMERS OPINION

Inference:
This question of, Opinion about ONIDA was asked to the respondents to
really ascertain the true color of the brand among the population where the
study was conducted. Up to the knowledge of the researcher it’s clear that more than
half of the people who were interviewed have given a strong positive reply about the
brand which clearly says that they have a good brand image only thing is that they
have to utilize it more.

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ONIDA’S SHARE

Inference:
The above diagram will clearly depict ONIDA’s Market share in the area where the
survey was conducted. Most of the respondent reply was positive and are almost
using any of the appliances manufactured by onida hence it denotes that ONIDA has
a good influence among the people. So ONIDA has to effectively perform to capture
more and more consumers.

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Survey done on the purchase of TV or Microwave or DVD
player within 3 months

Inference:
From the above table and diagram constructed we will be able to get and idea of how
far the consumers are preferring over the ONIDA products like Television Microwave
and DVD players and hence we can calculate the market availability for ONIDA alone
in this product category. It will help the Company to build steady strategy towards the
sale of these products over a particular period of time after that a new frame has to
be taken.

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AVAILABILITY OF ONIDA PRODUCT IN NEAR FUTURE

Inference:
The above diagram was prepared to ascertain the market share availability for
ONIDA. In the area in which the survey was conducted 65% of the people are
preferring ONIDA over other brands. And so ONIDA has around 65% of market
availability in the area were survey was conducted though it can’t be assured and
also 65% is not a big share for a popular brand like ONIDA and hence they must
prove their worth by gaining more market.

(NOTE: The above diagrams and charts that are included in this part of the
report are
duly prepared by the researcher for the Research purpose and they are not
copied from
any external source and they also cannot be held responsible for any
misleading)

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FINDINGS COMPARISON WITH COMPETITORS

Market characteristics

 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 Onida to 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 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 Onida is 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.

 68% of the people interviewed are aware of the Brand ONIDA in the region where
the study was conducted it clearly depicts the Brand name and popularity. Out of
100% of respondents 23% of them have really have good opinion about the brand
and its products being offered to them in the market and 52% of them are thinking
that the brand is good so when calculated more than 75% of the consumers will be
having best opinion about the brand and its products. When talking about the
respondents who doesn’t have good opinion is mere because of improper knowledge

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about the brand and their ignorance towards them new emerging markets, since the
percentage is very less.

 This is a significant factor to be considered by the Brand because out of 100%,

78% of the respondents are willing to try the ONIDA products it shows the Brand
popularity and the trust which people have towards the products being marketed by
the Company. Hence ONIDA will be having a good market for its products in the
forthcoming periods. The remaining 22% are really mere users of other brands they
couldn’t to switch over due to their own customs and conventionstowards ONIDA.

 Talking about the familiarity of the people towards the Company’s products 51%
have answered in best way and other 18% in an affirmative way. Totally it comes
around 70% which is not a best one but it shows that the products are reaching the
consumer in a proper way but it has to be improved in a more effective way to reach
all Class of people with gaining more attention and creating much awareness in the
minds of the consumers.

 when asked about the appliances being used in the homes of the consumers
where the study was conducted the following shown in the diagram above were
arrived, inthat area TV and DVD players stands high with 85% and 67%. Hence
Onida has more markets for TV’s and DVD players in the market. No doubt ONIDA is
going great with DVD players by launching various new models. Moreover it has also
to concentrate in LCD’s because the opening which is gradually increasing day by
day due to various additions are being offered like Blue ray, DTH services which are
best viewed in LCD’s and also it usually have good demand in particular segments.

 57% of the populations interviewed are already customers of ONDIA it clearly

portrays the brand establishment in the market studied.

 Nowadays consumers analyze various factors before going for a product. They
usually see the services being offered, the quality which is really important for certain
class of customers, price obviously for low income groups they mainly study the price
of various competitors and finally comes customer satisfaction which is gaining
importance in the present worlds scenario. From the answers that we got form the
survey we are able to see that ONIDA has a nice rapport with the customers which is
most important for future market and about price and quality its upto the mark.

 This question of, Opinion about ONIDA was asked to the respondents to really
ascertain the true color of the brand among the population where the study was
conducted. Up to the knowledge of the researcher it’s clear that more than half of the
people who were interviewed have given a strong positive reply about the brand
which clearly says that they have a good brand image only thing is that they have to
utilize it more.

 Some important factors that the consumer usually think and discuss before buying
a product are Price discount & credit purchase, Freebies, after sale service and Free
delivery and warranty.

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 This question was mainly included in the research because it only mainly reflects
the mindset of the consumers through which the company can really add that
attributes which are most essential. From that point of view in this survey,
68% of the respondents have answered that after sale services are important.

RECOMMENDATIONS

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.

Apart from that there some suggestions that can be made from the study conducted
From the above data analyzing and findings is evident that there is a significance
relationship between Brand awareness and the type of the products being offered to
the consumers.ONIDA Plus should concentrate on improving awareness on the part
of the customers about the brand by doing extensive and sustained advertisement
campaign round the year. Brand awareness must be generated among the
consumers extensively by displaying hoardings and banners. Since Dealers and
distributors do majority of business in selling the products to people, the display
portrayed in the shops and showrooms should be taken up vigorously and special
schemes may be introduced to encourage the shops taking up store display.

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Schemes may be given to the retails during off seasons. Quality of the product must
be reviewed periodically and improvements, if necessary, could be made.

Consumer feedback should be given greater importance and their expectations

should be fulfilled as `a satisfied consumer is a loyal consumer`. From the study
conducted it is also clear that there is a significance relationship between the offers
and the brand the consumer uses now .Since majority of consumers are ignorant of
the offers given to them by the company (should be generated among them. Apart
from the above suggestions I also recommend that ONIDA should also concentrate
more in technological advancements which more of the consumers are expecting
now in the present world. In the same way ONIDA can also concentrate and try
launching LED’s which will be the future after LCD’s.

The after sales service must be taken care of every point of time because worst
backup service may spread negative image among the potential consumers
therefore affecting sales drastically care should be taken for that.ONIDA can also
improve its range of products from the current to advanced, it can launch various
home appliances like (ELECRTIC STOVES) inductions which more consumers are
referring now instead of Gas cylinders to be more cost effective, in the same way can
also introduce more models in MICROWAVES. Similarly ONIDA has good base here
in the region (PUDUCHERRY) where the study was conducted but unfortunately it
fails to utilize it fully up to the level, hence it must be taken in mind and measures
should be framed for utilizing the capacity.

It can be effectively done through various sales promotions activities and building a
good rapport with the Dealers and distributors in the locality because they only act as
the mains source for supplying the products. The PULL and PUSH strategies must
be often discussed with them for effectively marketing the products. Various offers
and Incentives can be offered to them apart from doing so to Consumers in order to
improve the sales effectively. Most of the dealers here in this region are dealing with
Various brands simultaneously so care must be taken that ONIDA should be their
first preference selling it to the consumers.Hence it should be considered and various
offers and dealings should be made with them.

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CONCLUSION
Hence ONIDA apart from concentrating in the quality and
improvement of its products can also try to improve its reach to the consumers.
Consumers are always in search for good quality with affordable price so ONIDA can
go with such an idea of capturing the market by attracting fair population.

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BIBLIOGRAPHY
Books:
· Philip Kotler, ‘marketing management’ prentice Hall of India Pvt. Ltd. New Delhi.

· C. R. Kothari ‘Research methodology’, vishwa publication, New Delhi.

· Saxena Rajan ‘marketing management’ Tata McGraw-hill publication Co. Ltd. New
Delhi.

· H. V. Verma ‘marketing of services’ Global business press, New Delhi.

Web Resources
www.onida.com
www.en.wikipedia.org
www.google.co.in
http://info.shine.com/company/MIRC-Electronics-Ltd/910.aspx
http://www.corporateinformation.com/Company Snapshot.aspx?cusip=C356A3560
http://www.tradeindia.com/Seller/Home-Supplies/Home-Appliances
http://www.euromonitor.com/Consumer_Appliances

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ANNEXURE:
Questionnaire

Name:
Address:
Age:
Gender:
Mobile. No:

1. Approximate household income/month:

 <10,000 10,000-20,000 20,000-40,000 >40,000

2. What are the products you own now

 Refrigerator Television washing machine DVD player A/C

3. What brands are you aware of?

 SAMSUNG  ONIDA  LG  SONY

4. Are you aware of Onida?

 YES  NO
If yes continue, If the answer is no go to question number : 11

5. . Your opinion about ONIDA home appliances?

  Very good  Good  Neutral  Bad  Very Bad

6. What Onida products do u own now?

 Television  Microwave  DVD player A/C  LCD

7. What are the things you think before buying a product?

After Sale Service  Free Delivery & Warranty
 Price Discount & Credit Purchase  Freebies

8. Rank the below in order of Importance

After Sale Service  Free Delivery & Warranty
 Price Discount & Credit Purchase  Freebies

9. Are you going to purchase Tv or washing machine or Refrigerator within 3

months?
 Yes  No

10. Will you purchase Onida in the near future say 3 months?
Yes  No

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11. Your comments and feedback are always welcome

Thanks for participating.

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