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By Mohit Agarwal 100808057 Milind Goel 100808056
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. HISTORY MANAGEMENT VISION MISSION MILESTONES TOTAL ELECTRONICS MARKET WASHING MACHINE MARKET SHARE INDIAN CTV MARKET FALL OF ONIDA RISE OF KOREAN COMPANIES RISE OF ONIDA KY THUNDER CASE STUDY DVD CASE STUDY UNIQUE INNOVATION FUTURE STRATEGIES REFERENCES
Onida started assembling television sets at their factory in Andheri. •Since then. •In 1982. Onida has evolved into a multi-product company in the consumer durables and appliances sector.L. •Onida achieved a 100% growth in ACs and microwave ovens and a 40% growth in washing machines last year.HISTORY •Onida was started by G. Mumbai. . Mirchandani and Vijay Mansukhani in 1981 in Mumbai.
K Dhoot . Sanjeev K Jain .Operations) .Sales & Service) Mr. Gulu Mirchandani . Vipul Mathur . Manish Desai . Sundar .(Vice President .Finance) Mr.(Managing Director) Mr. Vijay Mansukhani .MANAGEMENT • Mr. G.Marketing) Mr. S.(Vice President .(Vice President .(Chairman & Managing • • • • • • Director) Mr.(Chief Executive Officer) Mr.(Vice President .
To become a leader in our chosen field through Synergistic businesses investment.VISION OUR VISION • • • • • To build a brand around substance. Differentiation through innovation Through economies of scale and world class systems and procedures .
MISSION OUR MISSION • • • • To benefit society at large through: Innovation. Human Development and Growth To generate sustained surpluses and always striving for excellence . Quality & Productivity.
Profile Series. Japan for CTV 1985 : Established in-house R&D wing 1986 : Production expanded and moved to a new factory at Kalina 1987 : Moved to our own factory building "ONIDA HOUSE“ 1990 : Tuner plant commences operation 1991 : Akasaka.MILESTONES • • • • • • • • • • • • • • • 1981 : MIRC Electronics Pvt. was established 1982 : CTV production started at Nand Bhavan. PCB plant commences its operation 1992 : Crossed 1 million CTV sales 1994 : Moved to a fully automated Plant of 600K CTV per year at Wada 1994 : Moved to a fully automated Plant of 600K CTV per year at Wada 1995 : ISO 9001 certification obtained from BVQI 1998 : Award for excellence in electronics by ministry of IT 1999 : First in India to develop Internet enabled CTV 2000 : Launched the KY Thunder. Mumbai 1983 : Technical collaboration with JVC. Ltd. .
2 million CTV's per year. • 2002 : Completed plant expansion project to increase capacity from 600K CTVs to 1. • 2010 : Launched LED TVs with I-Care Technology. • 2003 : Launched world's first LCD remote „ i-Control ‟ • 2004 : Launch of the 'Oxygen Series' CTV • 2004.20 million CTV sales • 2005 : Launch of 'POISON' range of CTV's • 2009 : ONIDA's Brand relaunch campaign „ Tumko Dekha Toh Yeh Design Aaya' to communicate its philosophy of thoughtful product features that are designed keeping customers in mind.• 2001 : AV Max award for best CTV : Launched Onida Black.05 : Achieved 1. . flat CTV range.
we were the first to introduce the pure flat TV in the country. we were the first to introduce SRS technology for surround sound in Audio port. and that too. . the world‟s first built-in Internet TV which offers the benefits of a personal computer and a TV. •In 1999. equipped with a modem.INNOVATIONS We were the first to launch: •The Web cruiser TV. The Candy was the first instance of any brand providing a multi-colored cabinet option to its customers. printer port and a cordless keyboard with it. •The Onida Twister was the first TV that turned to face the viewer.
000 5.891 10.TOTAL ELECTRONICS MARKET The Rs 35. TURNOVER-2010 15.000 crore durables and electronics segment in India.000 0 9500 5702 1855 TURNOVER-2010 1515 .000 10.
WASHING MACHINE MARKET SHARE WASHING MACHINE SHARE LG SAMSUNG VIDEOCON 4% 18% 7% 32% WHIRLPOOL ONIDA GODREJ 18% 21% .
INDIAN CTV MARKET COLOUR TELEVISION-2010 LG SAMSUNG VIDEOCON ONIDA OTHERS 19% 11% 28% 24% 18% .
. and Godrej and Videocon in appliances.FALL OF ONIDA • In late 90s The Koreans mapped the strength and weaknesses of each Indian player across categories • Eating into the share of established brands like BPL and Onida in colour TVs. • Lack in investment in R&D hurt them badly • Lack in systems and processes with poor marketing.
RISE OF KOREAN COMPANIES Samsung& LG 2010 AC REFRIGERATORS WASHING MACHINE 36% 28% 36% KOREAN COMPANIES MARKET SHARE IN DIFFERENT SEGMENTS .
fifth in washing machines with 8% share. . and sixth in flat panel TVs with 6% share.RISE OF ONIDA • "We are trying to break into the MBOs (multibrand outlet) in Mumbai as well and are present in Vijay Sales and Reliance Digital • "Being an Indian company. it‟s insights are better which lead to useful innovation • It is the fourth largest air-conditioner brand in the country with 10% share in the market.
Instead of spreading themselves too thin. they maintained focus on their main categories. Owners' pride) advertising • More investment in R&D . they did not let go of their core competencies.• "They tactically withdrew from categories where they thought that they will not be able to match the product strengths of their Korean counterparts. • Moving away from its iconic 'Devil' (Neighbors' envy." • A brand like Onida resorted to re-branding in an attempt to project a more youthful image. • However.
the market was already won. . But while people upgraded from Black and White sets to color to stunning picture clarity. no one focused on giving the complete audio/video experience. THE RESULT: The rest obviously is history. everybody wanted to lay their hands on one. So instead of putting everything inside. So much so that the brand name became synonymous with the category itself. THE TASK: The simple reason why it was so because there was no more room for fitting speakers on the TV. the R&D team simply fitted the sound behind the screen thereby giving a superb surround sound effect.KY THUNDER CASE STUDY “A small change that was heard across the country. including the competition. It caught on faster than wildfire.” THE BACKGROUND: The competition in televisions was fierce. The competition had to get technicians from abroad to understand what went through it and by the time they could copy the same.
we looked at the DVD. 1. So instead of studying the DVD player.” THE BACKGROUND: The market was filled with VCD players with DVD soon catching up to them.DVD CASE STUDY “Everything begins with a scratch. And as a result. Since then we have been considered as one of the market leaders. We gave consumers the freedom from scratched discs. The technology was a watershed turn for ONIDA DVDs. What we observed was that people preferred to rent movies from video libraries to play them. THE RESULT: The sheer advantage that we had was being the first mover. . as it resulted in 16% market share and placed us as No. THE TASK: We realised that the current discs fail to the challenge and then gave them a powerful laser that could read between scratched layers and reads beneath the layers of data. these discs had scratches and were used often. innovators and a technology company continuously excelling in research and technology. Even the best.
UNIQUE INNOVATION • In 2011 Onida launched Pre cool range of Air Conditioners that come with a pre cool device • It automatically switches on as well as switches off the air conditioner on receipt of a CODE (AC*ON / AC*OFF) via an SMS sent by the consumer from his mobile phone. . • It not only allows the consumers to operate the Air Conditioner while on the move but also cools the room even before they reach home.
FUTURE STRATEGIES • Aim to be 1 billion$ company in2013-2014 • Thrust on low cost product under “EGO” brand such as rural led lighting. Led TV & Air conditioner • Tripling spending on marketing to 150 crore . low cost television • Opening inclusive retail store in small cities starting with 10-12 outlets • Focus areas-Mobiles.
onida.REFERENCES •www.google.org •www.economictimes.com •www.com •Adi publications .wikipedia.com •www.
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