ONIDA SAKA LTD

By Mohit Agarwal100808057Milind Goel

100808056

CONTENTS1. HISTORY

2. MANAGEMENT

3. VISION

4. MISSION

5. MILESTONES

6. TOTAL ELECTRONICS MARKET

7. WASHING MACHINE MARKET SHARE

8. INDIAN CTV MARKET

9. FALL OF ONIDA

10. RISE OF KOREAN COMPANIES

11. RISE OF ONIDA

12. KY THUNDER CASE STUDY

13. DVD CASE STUDY

14. UNIQUE INNOVATION

15. FUTURE STRATEGIES

16. REFERENCES

HISTORY•Onida was started by G.L. Mirchandani and Vijay Mansukhani in 1981 in Mumbai.•In 1982, Onida started assembling television sets at their factory in Andheri, Mumbai. •Since then, Onida has evolved into a multi-product company in the consumer durables and appliances sector. •Onida achieved a 100% growth in ACs and microwave ovens and a 40% growth in washing machines last year.

MANAGEMENT

•  Mr. Gulu Mirchandani - (Chairman & Managing Director)

• Mr. Vijay Mansukhani - (Managing Director)• Mr. G. Sundar - (Chief Executive Officer)• Mr. Vipul Mathur - (Vice President - Marketing)• Mr. Sanjeev K Jain - (Vice President - Sales & Service)• Mr. Manish Desai - (Vice President - Finance)• Mr. S.K Dhoot - (Vice President - Operations)

VISIONOUR VISION

• To build a brand around substance. • To become a leader in our chosen field through • Synergistic businesses investment, • Differentiation through innovation• Through economies of scale and world class

systems and procedures

MISSIONOUR MISSION

To benefit society at large through:• Innovation.• Quality & Productivity.• Human Development and Growth• To generate sustained surpluses and always

striving for excellence

MILESTONES• 1981 : MIRC Electronics Pvt. Ltd. was established• 1982 : CTV production started at Nand Bhavan, Mumbai• 1983 : Technical collaboration with JVC, 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, 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, Profile Series.

• 2001 : AV Max award for best CTV : Launched Onida Black, flat CTV range.

• 2002 : Completed plant expansion project to increase capacity from 600K CTVs to 1.2 million CTV's per year. 

• 2003 : Launched world's first LCD remote ‘ i-Control ’• 2004 : Launch of the 'Oxygen Series' CTV • 2004- 05 : Achieved 1.20 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.

• 2010 : Launched LED TVs with I-Care Technology.

We were the first to launch:

•The Web cruiser TV, the world’s first built-in Internet TV which offers the benefits of a personal computer and a TV, and that too, equipped with a modem, printer port and a cordless keyboard with it.•The Onida Twister was the first TV that turned to face the viewer; we were the first to introduce SRS technology for surround sound in Audio port. •In 1999, we were the first to introduce the pure flat TV in the country. The Candy was the first instance of any brand providing a multi-colored cabinet option to its customers. 

INNOVATIONS

TOTAL ELECTRONICS MARKET

LG

VIDEOCON

SAM

SUNG

GODREJ

ONIDA

02,0004,0006,0008,000

10,00012,000 10891

9500

5702

18551515

TURNOVER-2010

TURNOVER-2010

The Rs 35,000 crore durables and electronics segment in India.

WASHING MACHINE MARKET SHARE

32%

21%18%

18%

4% 7%

WASHING MACHINE SHARE

LG SAMSUNG VIDEOCONWHIRLPOOL ONIDA GODREJ

INDIAN CTV MARKET

28%

18%24%

11%

19%

COLOUR TELEVISION-2010

LG SAMSUNG VIDEOCON ONIDA OTHERS

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, and Godrej and Videocon in appliances.

• Lack in investment in R&D hurt them badly• Lack in systems and processes with poor

marketing.

RISE OF KOREAN COMPANIES

27%

36%

36%

Samsung& LG 2010

AC REFRIGERATORSWASHING MACHINE

KOREAN COMPANIES MARKET SHARE IN DIFFERENT SEGMENTS

RISE OF ONIDA

• "We are trying to break into the MBOs (multi-brand 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, fifth in washing machines with 8% share, and sixth in flat panel TVs with 6% share.

• "They tactically withdrew from categories where they thought that they will not be able to match the product strengths of their Korean counterparts.

• However, they did not let go of their core competencies. Instead of spreading themselves too thin, they maintained focus on their main categories,"

• A brand like Onida resorted to re-branding in an attempt to project a more youthful image,

• Moving away from its iconic 'Devil' (Neighbors' envy, Owners' pride) advertising

• More investment in R&D

KY THUNDER CASE STUDY“A small change that was heard across the country.”

THE BACKGROUND:The competition in televisions was fierce. 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 TASK:The simple reason why it was so because there was no more room for fitting speakers on the TV. So instead of putting everything inside, the R&D team simply fitted the sound behind the screen thereby giving a superb surround sound effect. 

THE RESULT:The rest obviously is history. It caught on faster than wildfire, everybody wanted to lay their hands on one, including the competition. The competition had to get technicians from abroad to understand what went through it and by the time theycould copy the same, the market was already won. So much so that the brand name became synonymous with the category itself. 

DVD CASE STUDY

“Everything begins with a scratch. Even the best.”

THE BACKGROUND:The market was filled with VCD players with DVD soon catching up to them. So instead of studying the DVD player, we looked at the DVD. What we observed was that people preferred to rent movies from video libraries to play them. And as a result, these discs had scratches and were used often.

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. 

THE RESULT:The sheer advantage that we had was being the first mover. We gave consumers the freedom from scratched discs. The technology was a watershed turn for ONIDA DVDs, as it resulted in 16% market share and placed us as No. 1. Since then we have been considered as one of the market leaders, innovators and a technology company continuously excelling in research and technology.

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, low cost television• Opening inclusive retail store in small cities

starting with 10-12 outlets• Focus areas-Mobiles, Led TV & Air conditioner• Tripling spending on marketing to 150 crore

REFERENCES

•www.google.com•www.onida.com•www.wikipedia.org•www.economictimes.com•Adi publications

THANK YOU