Strategy to relaunch onida

DISTRIBUTION & SUPPLY CHAIN MANAGEMENT

GROUP 9

Badam Niharika - 1421036  

Shefali Verma - 1421057  

Pooja Gupta – 1421149 Olwan Sheikh - 1421220

 Mayank Singh – 1421216

 Majid Hussain - 1421214

Mohammed Ismail Khan - 1421218

Strategy to re launch ONIDA BRAND.

• Prelaunch:- analyze the market, customer taste and preferences, create initial buzz for the re-launch with the social media etc.

• Launch:- during this period there should be offering likes discounts and bundling etc.

• Post launch:- analyze the market again whether the product is satisfying need of customer or else what are the steps to be taken.

Strategies that can turn the world for Onida

• Same brand Logo - Highest recall for Brand Image • Targeting and positioning tire 2 & 3 cities

majorly – Increasing purchasing power • Most important strategy and USP would be after

sales service – Focus on Value creation • Innovative ads which Onida is well versed with –

Seeking attention of both the target audience• Result = OVERCOME: Brand Amnesia, Brand

Fatigue & Brand Paranoia

Re-enforcing its image in the minds of its customers.

• Use the Devil Mascot to re kindle the image which the generation x users had of Onida.

• “Bring Home your Envy!”• Catchy tag lines can also contribute towards

the initial thrust.• Incentivize the sales for dealers and

distributors.

Platform used:-

1) Seasonal sales(Diwali, Christmas, Holidays)

2) Endorsement with celebrities which share similar values with brand

3) Launch a road side campaign

4) Online advertising

5) Reconnect with interested customers

Products Targeted audience

Television Individual households, office

Washing machine Individual households, laundry shops

Air conditioner Individual households, schools, colleges, offices, hotels

refrigerator Individual households

6) The combination of digital, outdoor and personal interaction.

7)Banners ads

8) Public relation building

9)Press advertising

10)Direct mails to existing customers

11)Point of sale: where the customers make purchasing decisions

12)Outdoor advertising such as, billboards, bus shelters etc.

Multiple Sales Channels

OEM Customer

Business

VP Sales

VP Channels Consumer

Internet Customers

Self Service

Sales Managers

Strategic Accounts

Call Center Agents

Tele-Sales

Direct Partners & Account Managers

Tier 1 Partner• Distributors• Wholesalers

•Mass Merchants• Retailers

Indirect Partners & Channel Managers

Tier 2 Partner

• Reseller• Agents

• Dealers

Other Distribution Channel led Promotion

Other Distribution / Channel led Promotions

Tele Marketing

Public Relations

Collaterals

Exhibitions & Events

B2B PAID ADVERTISING

SEARCH ENGINE MARKETING

OFFLINE PRO-MOTION

ONLINE BANNER SOCIAL ADS(Fb, Linkedin)

Available Audience

1000000 50000 75000 25000

Reach 600000 30000 45000 15000

Audience Engage-ment

2400000 120000 180000 60000

Conver-sion Rate

480000 24000 36000 12000

250,000

750,000

1,250,000

1,750,000

2,250,000

Solutions to Overcome Challenges

Collaborative development

Multi-tier collaborative

planning

Multi-channel customer service

and spares planning

Complete support for Distribution

channel tiers & customer service

coordination

Interactive marketing, trade

/ partner management,

and sales

Establish and

SustainProfitable Innovation

Adopt Lean Operations to Manage Demand

Variability

Improve Sales

Channel Visibility

and Collaborati

on

THANK YOU!!!