61700626 ONIDA MBA Porject Report Prince Dudhatra

8/4/2019 61700626 ONIDA MBA Porject Report Prince Dudhatra

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Onida International Ltd.

PROJECT AT A GLANCE

Name of the unit :- Onida International Ltd.

Sau. Branch

Office address :- Mirc Electronics Ltd.

Plot 22, 23, 24

Narayan Nagar Sco.

Narayan complex.

Ananadpar (Navagam)

Rajkot (Gujrat)Ph. 0281- 2702933/34/44

Corporate Office :- Mirc Electronics Ltd.Onida House, G-7 MIDE

Mahakali caves Rd.

Andheri (E)

Mumbai 400093,

Established year :- 1981

Size of the organization:- Large Scale Industry

Form of organization :- Public Limited.

Web Site :- www.onida.com.

Name of the sub. co. :- Igo Marketing

Number of dealers :- 6 DealersRajkot.

2 distributors

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http://www.onida.com/http://www.onida.com/


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No. of service Center :- 1 (Rajkot)

No. of Warehouses :- 1 ( Out of Octroi Limit)

Product line :- Colour TVs.

DVDs

Microwaves Oven

Air ConditionersWashing machines

LCD.TV

Plasma TV.

Presentation Product

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INDEX

Sr.No. Particular PageNo

.

1 Introduction. 4

2 History & development. 6

3 Growth of Onida. 8

4 Promoters and other information. 9

5 Size o unit & type of organization. 11

6 Product of the company. 12

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INTRODUCTION

Marketing is often dynamic, challenging and

rewarding. It can also be frustrating and even disappointing.

But it is never dull. It is the part of organization where the

rubber meets road- the place where an organizations ideas,

planning and execution are given the avoid test of marketacceptance or rejection.

Marketing job is to convert essential needs into

profitable opportunities marketing consists of all activities by which a company adopts itself to its environment

relatively and profitability.

Before few years ago there was no need for marketing

because there was no competition in market and so as

compared to supply of product there was more

advertisement. So there was no used of marketing theproducts.

Marketing is the process of planning, executing, the

competition, pricing, promotion and distribution of ideas,

goods and services to create exchange that satisfy

individuals and organization goals.

- According to Philip Kotler

Marketing management includes management of

demand, promotion, price and place new means distribution

channel management etc. promotion includes advertising,publicity, sales promotion and personnel selling etc. price

includes strategies of products, place includes management

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of distributions network it s cost, its effectiveness ad

efficiency etc.

In todays era at each and every step any scale of

business needs marketing tools for marketing their businessfresh and smooth as well as under providing business life

cycle.

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HISTORY & DEVELOPMETOnida International Ltd.is no. 1 in consumer electronic

company in India. The company was started by the late

shree Mr. G.L. Mirchandani a man of idea of substances a

man of vision who was responsibility for setting up at string

the way to the top with his talents ad will power.

Though he took opportunity to establish at, noida, the

in the saw a huge changes in the field of electronic in India.

He launched Indias first world class colour Television.

Onida International Ltd.today, Onida is a 33 branches.

Electronics across the nation, Indias no. 1 brand of

consumer electronics and home appliances, trusted by over

30 million people to improve their quality of life.

Onidas International Ltd.is todays fastest growing. Itwas started 1981 at that time its business was Rs. 41 Cr.

And today it has crossed the amount of Rs. 3014.6 Cr. 31st

March 2005

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The promoters of Onida International Ltd., leads the

success of the company to its surgery of being market

friendly Onida are main innovators in the in the worlds

most advanced technologies/ in colour TVs, Onida was thefirst Indian company to introduce picture in-picture, Turbo

sound, Surround sound, Larger screen sizes, The full flat

square tube, Edge technology and amazing aesthetics. Onida

International Ltd. was high quality range of colour TVs for

the price conscious consumer and lower price conscious

consumer. Also it has very recently launched Internet

television for growing children in the growing trend.

The company has invested Rs. 45 crores in molding

shops to meet their entire requirements of cabinets for

television, audio, VCD and tubes. For washing machine, to

has also invested RS. 20 crores in component producing

facilities to make fly back.

The company is still developing with great speed like

today its turnover is more than Rs. 3850 cr. Like this theprogress is smoothly going on add it breaks the old record

by establishing new record.

Onida International Ltd group companies have won

prestigious approvals and certifications from Indian andabroad. Institute, Germany, the British standards. The CE

approval from exporting to Europe and the ISO -9001

certification obtained from BVQI.

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GROWTH OF ONIDA COMPANY

We have now entered into the world of 21st century.

This new century has put before us many new challenges,

which we have to readily accept. It has also created many

innovations, which might have been unimaginable of

unbelievable for people with the changed.

Looking ahead Onida International Ltd. is Indias

largest consumer. Electronics & home Appliances

Company, with increasing investment in diversifiedbusiness.

THE GROWTH OFTE COMPANY S AS FOLLOWS

Production of colour & Black & white TV.

Setting of Vada plan & production of washing

machine.

Production of Adios Products.

Introduction of new technology and double window

dynamic wide.

Internet Television

The biggest advertisement event of the year is

coming to India & Onida has become the official co-sponsor of ad-Asia 2003 the conclave that being

together the most brilliant minds in the field of

marketing & advertising.

It has launched is disk washers.

It had launched 2 new series and 8 new products .

Production of electronic Micro waves & Air

conditioners.

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PROMOTERS AND OTHER INFORMATIONS

Promoters :- Mr. G.L. Mirchandani

Mr. Vijay Manshukhani

Board of director:-

Mr. G.L. Mirchandani.

Mr. vijay Manshukhani.

Mr. Manoj Maheshwari. Mr. Vimal bhandari.

Mr. Haresh Mariwala.

Mr. Ranjan Kapur.

Bankers :- Bank of India

Panjab National Bank Industrial Bank Ltd.

State Bank of India

H.D.F.C. Bank.

Corporate Office :-

MIRC Electronic Ltd.

Onida House , G-1,

MIDE Mahakali Caves Rd.

Endheri (E)

Mumbai 400093,

Tel. 022 28200435

Visit As At:- www.onida.com

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Major Production Center :-VADA

Onida International Ltd. :-MIRC Electronic Ltd.

Onida House , G-1,

MIDE Mahakali Caves Rd.

Endheri (E)

Mumbai 400093,Tel. 022 28200435

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SIZE OF UNIT & TYPE OF ORGANIZATION

Size of Unit :- Onida International Ltd. investment is more

than 20 Corers so we can say that it is large-scale industry.

Type of Organization :-

Onida International Ltd. is a Public Limited

Company.

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PRODUCT OF THE COMPANY

The product is the most important converser by which

any firm can prove its efficiency and insertion of quality.

Product is a symbol of the business firm. It is center point

around which all the activities of the business i.e.,

marketing, finance, production etc. are woven without a

product nothing to sell, nothing to price, and nothing to run

business. Product is an engine of the vehicle of the company

for providing consumer satisfaction.

They produce colour Televisions, Internettelevision, Flat Colour Television, conventional television,

L.C.D. TV. Washing machine, Flat Air conditioners, DVD

Player, Righter, Micro Waves.

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INDEX


.

1 Introduction. 14

2 Organization Structure. 15

3 Marketing Competitiveness. 16

4 Channel of Distribution. 17

5 Market of Product. 18

6 Market Research. 19

7 Branding & Slogen. 20

8 Marketing Mix. 21

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INTRODUCTION

Marketing is a social and managerial process through

which individual and groups can obtain what they need and

want through creating offering and exchanging product of

value with others.-Philip Kotler

Marketing is comprehensive term marketing is a

management function to plan promote and deliver product

to the customers. A successful marketing strategy has bettermarketing tools by which the firm may overcome existing

competition. We have to be strong either on one front as all

other fronts, which create a demand for our products. At any

time there may be no advertisement adequate and marketing

management must find ways to deal with marketing

different demand status.

Onida International Ltd. has a marketing department

branches in several cities like, Rajkot, Ahmedabad, Baroda

and Mumbai etc. all marketing decisions are taken from

these branches. Vivek Sharma vice president Marketing

Sales & super vices.

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ORGANISATION CHART OF MARKETINGDEPAARTMENT

The main aim of marketing department is to translate

consumers demand in to physical product or service. It

helps whole organization. It knows demand of consumers

through marketing channels. The organization of marketing

department is depended on structure of marketing

department.

The marketing department of Onida International Ltd.

is in Mumbai & branches of marketing department are

distributed I several cities.

Te organization chart of marketing department of

Onida as follows;

President

VP VP VP VP

Sales Marketing Sales Production

CE HA

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MARKETING COMPETITIVENESS

Onida International Ltd. today is a household name

across the nation. Indias No.1 brand of colour TVs, audio

system, VCDs, Washing machine, air conditioners, and

Micro Weves.

Onida International Ltd. is having so many competitors

in the field of each product. The competitors like Sony,

BPL, LG, Aiwa,Samsung and Videocon.

I have noted from my survey that Onida is better than

other companies than consumers demand more than other

companys product.

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CHANNEL OF DISTRIBUTION

With the competition of production the next problem

faced by the producer is to sell the goods to targeted

consumers. There are always links between producers and

consumers. The way through which the goods fallow from

producers to consumers is called channel of distribution.Marketing channels are sets of interdependent organization

involve in the process of making product or service

available for use of consumption.

Marketing channel decision is among the most critical

decision. Once a firm chooses a marketing channel, it must

be usefully remain for a substantial period. Most producers

sell their goods through wholesalers, retailers or agents,

which forms a part of a marketing channel. They must

choose the chipset channel because it is very risky.

There are two types of channel of distribution channel

is Onida which are as follows;

Distributor/Dealers Direct Dealers

Sub Dealer Consumers

Consumers

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MARKET OF PRODUCT

The main product of Onida International Ltd. is a

television and home appliance.

Now a day Onida International Ltd. sell over three and

half million consumers in electronic products and more than

two million are in home appliances. The entire product is

designed taking in to consideration the customers advice,

their Convenience, Entertainment, and Comfort etc. it has

over of the market.

In short Onida International Ltd. has both domestic and

international market.

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MARKETING RESERCH

Beside the internal report of marketing executives, the

management often focused study of specific problem and

opportunities for better marketing activities. The

management often was to face the problem related with

marketing like, pricing decision, promotion decision, marketsegmentation etc. These problems look to be the decreased

the marketing and therefore, the exact sure is required.

In marketing research the marketing is the doctor tocare all these decease.

We can find its systematic meaning from its definition

shown below;

Marketing research is the systematic design,

collection analysis and reporting of data and findingrelevant to a specific market situation facing the company.

Onida International Ltd. carried out their research work

in regular interval, personally when there is a fluctuation

sale of any product of the company, some times the

company also carried out research work to know the view of

the people about the new introduced product of thecompany.

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BRANDING AND SLOGAN

The word BRAND is a comprehensive term. A brand

is a name, term, symbol or design to identify the goods or

services of one sellers or group of sellers and differentiate

them from their competitors.

Some slogans are used in branding and trading the

slogan with right meaning attracts the consumer to purchase

the particular product.

Onida International Ltd. has slogan as follows;

Poison, You will die for it.

Nothing But The Truth.

Agge , Subse Agge Onida.

Expect More From Onida.

We love winning , We Love Onida .

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MARKETING MIX

(A) PRODUCT :-

Product is an engine of vehicle of the

company for providing consumer satisfaction. The product

is most important conversion by which any firm can prove

its efficiency indentation of quality product is a symbol of

the business firm. Product is center point around which all

the activity of the business i.e. finance, marketing,

production, etc. are woven without a product nothing to sell,

nothing to price, nothing to run a business.

Onida has divided its product in to three parts;

Consumer electronics.

Home appliances.

Business electronics (New Products).

They produce colour television, washing machines, video

cassette player, audio disk washer, power inverter, air-

conditioners, and Internet television.

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(B) PRICE :-

Price is the matter of vital important to both

the sellers and the buyers in the market place without

pricing they can not be marketing only when a buyer and aseller agree on price we can have exchange of goods or

services.

Onida International Ltd. gives more important to

prices. They set the price as much as possible as low so that

middle class and poor class people can also purchase their

product.

This company has three objectives in price wise:-

product, quality and leadership. This company gets success

in all these objectives.

The price policy of Onida International Ltd. is

formulated keeping in my mind he fact that majority ofOnida consumers belong to upper class and upper middle

class family. Therefore, the pricing policy if formulated insuch a way that it is affordable by all classes of people and

it not a burden on their income. The top management of the

company formulates all policies.

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(C) PLACE :-

The place mix decision, the decision of

location also plays a critical ole for retailer should locate

enough stress in easy city to gain promotion and distributioneconomics. The place includes channels of distribution,

coverage, inventory, transport, warehousing.

Distribution channel means the channel by which

finished product is reached from producers to consumer or

users. It is the channel through which goods are made as

smoothly as possible.

Onida International Ltd. has two level channel of

distribution of different products. Onida has a network of

over 3850 dealers & 208 distributors.

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(D) PROMOTION:-

Promotion is the process of marketing

communication involving information, persuasion and

influence. Promotion has three major purpose, ifcommunicates marketing information to consumers users

and retailers. The promotion mix includes the following :

Sales promotion

Advertising

Sales force

Publicity

Live Demo

Onida International Ltd.as different promotion policy

for different product for different tools of promotion like

sales promotion, advertising, sales force, publicity, direct

marketing. Marketing department of the company defines

this policy.

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INDEX


.

1 Introduction. 26

2 Meaning and Classification. 28

3 Advertisement Components. 30

4 Major Advertisement Decision.

Mission.

Money

Message

Media

Measurement

31

32

37

44

5158

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INTRODUCTION

Advertising is a form of mass communication it is paid

for by a sponsor who wants to communicate about his

product or service to his customer.

Advertising can be defined as :-

Mass paid communication of goods, services or

ideas by an identified sponsor.

It communicates some special information aboutproduct to people. However, advertising is only one elementof the promotion mix. It is often consumer special

performance in the overall marketing mix design. Also

advertising has now a days become a part of commercial

like. Hence, advertising is the most effective tool for

reminding and communicating the mass people.

Advertising involves the uses of such media as

magazines and newspapers, outdoor, posters, signs, radio,

television, catalogues, directories, pamphlets, direct

marketing etc.

As far as the advertising management of Onida

International Ltd. is concerned there is no doubt that, it isadequately and continuously managed with considerable

efforts in very accurate directions.

Onida International Ltd. advertising is effective and

attractive and perhaps it is the factors by which it has been

really able to generate and create good demand and a

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Thus, advertisement may also be viewed as social

institution as an art from as an instrument of business

management as field of employment and profession.

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MEANING AND CLASSIFICATION

1. Meaning :-

The word advertising originates from a Latin

word Advertise which means To turn To the dictionary

meaning of the term is To give public notice or to

announce publicity.

Advertising is any paid form of non-personal

presentation and promotion of ideas, goods or services by

an identified sponsor.

It is paid communication because the advertiser has to

pay for the space or time in which his advertisement

appears.

Advertisement has main purposes the real purpose of

advertising is only one, to sell a product, a service or an ideathrough effective communication. Advertisement has other

purposes as well as like long term buildups of corporate

image, buildup board loyalty, information dissemination

about a sale, service or event, promote the morale of sales

persons and dealers etc.

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2. Classification :-

The Layman is inclined to view, all advertisement

as being much the same yet, no advertisement situation are

exactly alike. Different companies produce differentproducts and want to motivate and attract different kinds of

customer groups. So, obviously advertising campaign would

be different.

The following classification outlines the broad scope of

these differences;

National Advertising

Retail Advertising

Industrial Advertising

Trade Advertising

Professional Advertising

Onida International Ltd. as well as Onida group of

companies produces consumer goods, so that they use to

advertise, Nation wide advertising to the ultimateconsumers and target market for response of Buy our

Brand.

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ADVERTISEMENT COMPONANTS

Any advertisement, we see or hear has not been just

prepared easily effortlessly but it is the product of a series of

investigation strategic plans, practical decisions, the final

advertised campaign. Therefore, any advertisement mainly

involves following;

Research components :-

To research consumers like & dislike towards the

product or services and than to advertise the product into the

market.

Strategic components :-

Strategic plans in firms of objectives market

declination, setting the appropriation developing, creating

strategy and media plans.

Practical component :-

Practical component involves decision in regard

to budget expenditure and buying media scheduling andadvertisement constructions including advertisement copy,

layout, and production.

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MAJOR ADVERTISING DECISION

The main goal of any advertisement is to wake a

proper response from the prospective group of people for

whom it is meant. Hence, in creating advertisement

programme-marketing manager must always start by

identifying the target markets and buyer motive. Than, theycan proceed to make the 5 major decisions in developing

advertisement programme, famously knows as 5Ms.

What are the advertising objectives? (Mission)How much can be spent? (Money)

What message should be send? (Message)

What media should be used? (Media)

How result should be evaluated? (Measurement)

The Onida handles all these 5Ms very much carefully

and in a specific manner.

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1. Mission.

What are the objectives ?

Objectives of Advertising.

Qualities of Advertising.

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OBJECDTIVE OF ADVERTISEMENT

It is said that advertisement is nothing but a way of

sharing something effectively, i.e. to say about the product,

its features, significant etc. so that consumer become ready

and willing to purchase the product. The objectives of

advertisement are listed under following heads;

Preparing Ground For New Product:-It is natural that new product needs

advertisement because potential customers have never used

such product earlier. Therefore, advertisement prepares a

ground for that product.

Creation of Demand:-It is universally accepted fact that

advertisement has always been able to generate and create

demand to the largest extant and it is one of the primeobjects.

Reminding Customers:-Advertisement is having immersed capacity

to remind the customers and memorized him about the

product and its other features. Now a day, in a cutthroat

competition customer is always flooded with many productsand innumerable players. Advertisement creates import on

his mind hence, it is necessary that our advertisement gets

repeated and reminds him so that it will ultimately be able

to enhance the demand for our goods, services and ideas.

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Facing Competition;-Competition exist in all types of business and

no better weapon can be used in this competition batter

other than advertisement. So, in order to inform and pursued

our potential and existing customers in his cutthroat

competition. Advertisement is always important weapon.

Enhancing Reputation:-It is wrongly believed that advertisement is

necessary only in starting period of product but

advertisement is continues process. Advertisement that isprepared smartly and efficiently and in a proper system with

up to date change can create and generate the goodwill of

the company.

Changing Attitude and Belief of the Customers:-It is fact that prime objective of all

advertising is to change habits and mind set of customers.So a well prepared advertisement considering innumerable

factors and eliminate in a specified manner can help to

change the attitude and belief f the customers group in large

and individually.

In India, Onida group of company is the market leader

in the electronic field and the market share of each productis also high, the main objective of advertisement of

company is to maintain current demand stage and stimulate

more brand usage.

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QUALITIES OF ADVERTISIENG

After setting, the objective of advertising the advertiser

must have some distinctive qualities, which become helpful

in fulfillment of objectives, which are as follows;

Public Presentation:-

Advertising is a highly public mode of

communication. Its public nature confers kind of legitimacy

on the product and suggest a standardize offering. Because

many people receive the same message, buyers know that

their motives for purchasing the product will be publicly

understood.

Pervasiveness:-

Advertising is pervasive medium that permits the

seller to repeat a message much time. It also allows the

buyers to receive and compare the message of variouscompetitors. Large-scale advertising by a seller says

something positive about the sellers size, popularity and

success.

Amplified Expressiveness :-

Advertising provides opportunities for

dramatizing the company and colour. Sometimes however,the tools at expressiveness many dilute or distract from the

message.

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Impersonality :-

Advertising cannot be as compel as accompany

sales representative. The audience does not feel obligated to

pay attention or responded. Advertisement is able to carry

on only monologue, not a dialogue, with the audience.

In Onida group of companies all these qualities are

maintained in their advertisement.

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2. Money

How Much Can Be Spend ? How To Spend ?

Where to Spend ?

Introduction

Area of Decision

Factor Affecting Advertising Budget.

Administration and Control. 0% Interest

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INTRODUCTION

After determining advertising objective, the company

can proceed to establish its advertisement budget for each

product or for all products. The role of advertising is to

increase the products demand curve. The company wants to

spend the amount required to achieve the sales good. Buthow does it know that it is spending the right amount ?

In advertising the principle instrument used in

performing these functions is the advertisement budget. In asense, the entire administrative process reviewing past

operation, controlling on going operation and planning a

head center on the budget. Budgeting encourages previous

planning. It helps to keep expenditure with in predetermined

limits.

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AREAS OF DECISION

An advertising budget encompasses two areas of

decisions,

The total amount of rupees to be spend foradvertisement is termed as appropriation.

Now these rupees will be spend.

Onida International Ltd. group of companies has spend

Rs. 29 Cr. And today it has reached to 4000 Cr.

Approximately in advertisement media.

Therefore, we may say that Onida International Ltd.

take good step and spend money at high level to advertise,

its product and handle if properly.

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FACTORS AFFECTING ADVERTISINGBUDGET

Generally, the following factors must be considered bymost of the companies while preparing the advertising

budget.

Stage in Product Life Cycle :- New product typically receive large

advertising budget to build awareness and to gain consumer

trail. Established brands usually supported with Low budget

as ration to sales.

Market Share and Consumer Base :-High market share brands usually require

less advertising expenditure as percentage of sales to

maintain their share. To build share by increasing market

mix or market share require large advertisement budget.

Competition and Cluster :-In a market, with a large number of

competition and high advertisement spending a brand must

advertise more heavily to the heard above the noise not

directly competitive to the brand creates a need for heavier

advertising.

Advertising Frequency :-The number of repetitions needed to put

across the brands message to consumers also determines

the advertisement budget.

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Product Substitutability :-Brands in a commodity clad require heavy

advertising to establish a differential image. Advertisement

is also important when brand can offer unique physical

benefits or feature.

Size of Budget:-Amount of money to be spend in

advertisement is of vital concern to the company and to the

agency chosen to serve the company.

Above noted all factors are taken in to consideration by

advertisement department of Onida International Ltd. But in

present stage of competition in India for electronic goods

they give more weight age to competition and cluster, sothey advertise its product more frequently and prepare

budget on that ground.

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ADMINISTRATION AND CONTROL

A successful budget system requires constant and

careful check on all expenditures; care must be taken to see

that advertisement practice does not run counter to the plans

worked out carefully and systematically and incorporated

into the budget. This will require periodic checking ofexpenditure especially for such items as stores, display

special sampling campaigns, conversion expenditure and

similar items that are not subject to specific contracts.

In Onida International Ltd. complete and systematic

record are kept. Such records consist of total amount

appropriated for advertisement and complete detail and

listing of how this is to be expended. Not only the amount

for the anticipated expenditures for each items are also

recorded.

In Onida International Ltd. control and administration

budgets maintain by proper checking of sales result by

products and by sells territories. Based on these cheeks the

budget is changed to harmonized will the philosophy, which

directed its creation.

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0% INTEREST

It is well known act that the problem of money arises.

Is prevailing everywhere. In addition, in this trend the

demand and wants o the customers are ultimate when one

demand is satisfy the other demand is emerges.

The most common demand of most of the customer is

about electronics and home appliances.

For easy consumption of desired product by customers.The Onida International Ltd. has given very attractive

scheme i.e. to provide its product in the installment basis at

0% interest.

For these purpose, total management decided the price

of the product, which are given on the installment basis at

0% interest. The company not only has to see the benefit ofthe customer but also keep in mind that there should be no

loss out of such schem. In addition, they have to achieve or

reach the target so decided by them while designing such

schemes.

To decide the price and target of sales volume out of

such scheme is not an easy task but Onida International Ltd.does this with more effectively and efficiently.

The finance provided in Rajkot by country wide, Bajaj

Finance and GE countrywide. The interest for this finance

may very with a change in scheme, installments provided

amount is it depends on financial institution from where the

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3. Messages

What To Say ? How To Say Logically ?

How To Say It Symbolically ?

Who Should Say It ?

Introduction

Advertising Copy Advertising Appeal

Advertising Layout

Slogan

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INTRODUCTION

Having defined the desired audience support, the

company moves to develop an effective message, well

designed message should gain attention, hold interest

around desire and generate action in practice, few messages

take the consumer all the way from awareness throughpurchaser but the AIDA framework suggests the desirable

qualities.

Formulating the message will require solving,

a) Advertising Copy

b) Advertising Appeal

c) Advertising Layout

d) Slogan

Each advertisement of the company indicates accuracyand perfection about all discussed point. Its structure format

and highly attractive and most effective. In addition,

company chooses the super star models for punching a new

product with blast.

Thus, Onida International Ltd. has selected to the

ambresedar is Devil.

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ADVERTISING COPY

Advertising copy covers all items appearing in an

advertisement the written words, pictures, design, label and

logo, it is prepared by an expert copywriter. It is a written or

spoken material of advertisement communication and

includes the headline name and address of the advertiser as

well as the text of the message. Advertising copy is a

creative business, demanding a lot of imagination and

foresight. Thus, advertising copy should be in simple, easily

understandable attractive and persuasive language.

In Onida International Ltd. the message formation has

given more weight age as for format of message is one of

the most important part in advertisement. It is suggested by

the experts, which are appointed by company and finalized

after taking opinion of the head of the advertisement

department and president of marketing.

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ADVERTISING APPEAL

The communication has to figure out what to say to the

target audience to produce the desire response. His process

has been variously called the appeal theme, Idea or unique

selling proposition. It amounts to formulating some kind of

benefit motivation, identification or reason why theaudience should think about the product in short, it

represents the specific point of view or idea to be stressed in

the advertisement.

The three types of appeal are,

Rational appeals to the consumers self interest. They

show that the product will produce the claimed

benefit.

Emotional appeals attempt to stir up some negative

or positive emotion that will motivate purchase.Communicators have worked with fear, guilt and

same appeal and getting people. Communicator also

uses positive emotional appeals such as humor, love,

pride and joy.

Moral appeals are directed to the audiences senses

of what is right and proper.

Onida group of companies mostly used to

advertisement their product with positive emotional appeals.

Some time they also use rational and moral appeal for

special advertise.

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ADVERTISING LAYOUT

An advertisement layout is a sub part of advertising

copy. Advertising layout deals with proper and attractive

physical arrangement for the best presentation of the

message or sales communication.

In preparing the layout of an advertisement, such care

should be taken to ensure that it makes a proper appeal. And

it should be designed to provide a logical, clear, unified

present at in of the advertising message. It also must beensure that various element of the layout are properly

balanced. These elements are;

1. Headline :-

The headline comes first. It must be in fresh

wording. If, it is well worded, people will be stimulated who

read the message. So, it should be clear, simple, short andattractive to hold the attention of the customer.

2. Illustration :-

Illustrations are in the form of line drawings,

cartoons, pictures, symbol, photographs for creating

interest, attracting attention and desire. Illustration is the

best and most effective way of communicating of ideas at aglance.

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3. Colour :-

Colour is an important ingredient of

advertisement, colour gives a great pleasure to eyes and also

help to gain an attention, these are most popular colors likeblue, red, and green, used in advertisement. Each colour has

an individual significance in communication of ideas.

4. Body Copy and Text:-

It is the advertisement message. It is called

the heart of advertising copy. It is the sales talk performing

function of salesmanship. It will point out selling point ofthe product where it can be secured what is its price, how it

is to be used. It gives all essential information as well as

guidance to the prospect.

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SLOGAN

A good phase used and repeated often in advertisement

becomes a slogan. It should be original and remember able.

And a slogan should be short, simple and rhythmic enough

to be catchy.

For headlines, it always uses fresh and meaning full

combination of wordings.

For illustration, it uses the alphabet E on either side,which represents Electronics to Energy.

For slogan, it has meaningful and masterly slogans,

Bring Home The Leader. We Love Winning, We Love Onida. Nothing But The Truth. Right Movement for Right Time. V Are The Future.

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4. Media

How To Communicate ? Selecting The Media

Introduction

Selection Of Specific Media

Media Scheduling

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INTRODUCTION

One of the most vital decisions in the developing in

advertising strategy is the selection of media to be

employed. A good selection of advertisement leads

organization towards success. Because it is indeed a vehicle

by which an advertiser or manufacturers convey their

message to large group of customers regarding particular

product.

Selecting media is a tough task because not only it is achoice making exercise but also because it has to operate inthe area of the psychology where nothing can be decided

accurately. Each of the mass media has specific

characteristics, potentials and liabilities that must be taken

into consideration on one hand and the prospective type of

group segment of customers on the other had when selecting

a medium for advertising effort.

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SELECTING OF SPECIFIC MEDIA

The term media is plural for medium. In advertising

term medium is channel of communication such as,

Newspapers, Magazines and Vehicles for currying, the sales

message of advertising to the customer.

The advertising media may be direct or indirect. Direct

method of advertising refers to such methods used by which

he could establish a direct contract with the perspective

consumers. Indirect method of advertising is the use of ahired agency spreading the information, mostly media are

indirect.

Onida make selection of media on following bases;

Target audience media habits

Media spread and effectiveness

Message

Lost

Frequency

Product

The main types of media exploited by Onida are,

1. Print media

2. Out door advertising media

3. Direct mailing advertising media

4. Audio visual advertising media

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1. Print Media

Advertising in the print media is the oldest

and the largest on terms of advertising. The advertising

spend more money on print media that any other media. Inprint media, there are two types of media, which are given

as under,

NEWS PAPER

Newspaper is widely needed by the people in

cities. The newspapers have their circulating in almost all

language. Therefore, the large number of people reads theadvertising message given in newspaper. So that, the

advertising message in it reaches to large number of people.Newspaper advertising is easy to prepare and newspaper are

a relatively inexpensive medium.

The Onida International Ltd. uses newspaperadvertisement media. They are giving there advertising in

various newspapers namely Times of India, GujaratSamachar, Sandesh, Indian Express and Economic Times

etc.

MAGAZINES

Magazines are the second publication

medium available to an advertiser. The magazines are

published weekly, fortnightly, monthly etc. the newspaper

advertising has a very short life but the magazinesadvertisement has longer life because magazines are to eread again and again so they leave a lasting effects on minds

of people. The magazine advertisement creates prestige,

reputation and image of quality.

The Onida International Ltd. uses magazine

advertisement in many magazines as Chitralekha, India

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2. Out doors Advertising Media

Out door advertising is the oldest from of

advertising. Todays outdoor media of advertising are

nothing but a retirement of the ancient method of deliveringmessage to a large group of people. Outdoor media include

outdoor advertising in several forms such as posters, wall

painting, boarding, dealers board, sign board, electric sigh,

highway advertising.

3. Direct Mailing Advertising Media

This method is direct in its approach

therefore; it referred to as Direct Advertising by this

method the advertising message is directly addressed to the

prospective customer. In this media, we find writtenmessage to the potential buyer. Direct mail advertising

media only take variable forms such as the booklets,

leaflets, folders catalogs and gift articles.

4. Broadcasting Advertising MediaIn broadcasting advertising media, there all

places. This is very effective advertising media and it is

gaining popularity in our country. There are mainly two

medium of broadcasting media,

RADIO ADVERTISING

The radio advertising is broadcasted in

almost all places. This media has become very popular invillage or urban area. The advertisement through the media

is given to keep in mind the general and special interest of

people. This media is very economical and advertising

message reaches to the customers.

Onida International Ltd. does not give regularly their

advertisement on radio compare to the T.V.

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TELEVISION ADVERTISING

This is another broadcasting media in the last

useful of decades, the television is a home and family

media. The media covers most of people and reaches very

lastly. To television in national, network the advertisers

reach to the national market. The message is more effective

and impressive especially in the colour television, which

had added new dimension television advertising.

Through this media, the qualities and characteristic of

the product can be well explained. It provides a scientificambition of features of screened, sight and option that not

other medium has been able to provide.

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MEDIA SCHEDULING

All the advertising expenses prove worthless the

advertising of products is not given on a proper time; here

the media scheduling is essential for the effectiveness of

advertising.

The company uses various scheduling for its particular

product usually known as Macro scheduling and Micro

scheduling,

1. Micro Scheduling

The company has to decide how to schedule

the advertisement in relation to seasonal and business

trends.

2. Macro Scheduling

The macro scheduling problems calls forallocating expenditure advertisement within a short period

to obtain the maximum impact.

Both of these are very carefully handle in Onida

International Ltd. and proper allocation is made for both

with respect to advertisement budget by advertisement

department.

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5. Measurement

What Should Be The Result ?

Introduction

Aspects Touching Measurement

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INTRODUTION

Good planning and control of advertisement is largely

depending upon the measurement of advertising

effectiveness. By measurement, they can know that which

advertisement and what elements of various advertisement

get the best response, what position produces to betterresults, what medium pulls better, which type of media

proved effective in particular region etc. and by these

company can wrap up, how well a whole advertising

campaign is progressing.

Really, how will a particular advertisement or

campaign performs is largely determine by the knowledge

and skill of the people preparing it. People who are sensitive

to the measuring situation and proficient in the art of

communication are more likely to produce effective

advertisement.

So, Onida International Ltd., the principal reasons for

testing all, to avoid costly mistakes, to predict the relative

strength of alternative strategy and tackles and to increase

the efficiency of advertisement.

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ASPECTS TOUCHING MEASUREMENT

Measurement of advertisement is done through

following four questions,

(1) What to test ?

Most measurement of advertisement

effectiveness is of an applied nature dealing with specific

ads and campaigns. Many companies develop an

advertisement campaigns, put it into the national market and

then evaluate its effectiveness.

A Communication Research:-

Communication effects research seeks to

determine whether an advertisement is communication

effectively, called copy testing.

Onida International Ltd. use to direct rating method for

advertising presenting. They ask directly to consumers anddealers to rank alternative ads. These ratings are usual to

evaluate ads attention read through cognitive effective and

behavior strength.

Onida International Ltd. in also interested in measuring

the overall communicating impact of a completed ads

campaigns. They generally measure that what extent did the

ads campaigns increase brand awareness, state brandpreference.

B Sales Effect Research:-

Communication effect research Helps

Company to access ads communication but it reveals the

impact on sales. It is generally harder to measure, than

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communication effect. Because sales are affected by many

factors besides advertising.

Onida International Ltd. is only interested in findingour whether they are over spending or under spending on

advertising. To last research, they found that they are using

more TV advertisement as they previously used.

Therefore, we may can that Onida International Ltd. is

striving to measure the sales effect of advertisement

expenditure instead of setting only of communication effectresearch.

(2) When to Test ?

Testing is appropriate at any stage of

advertisement process. In the planning stage, it may be used

to test the efficiency of alternative appeals or themes. To the

execution stage, it may be a matter of presentation. Thequality control stage, advertisement may be tested for

standard of performance. Campaigns may be taste after theyhave run to determine what results are achieved.

So, the stage of current competition of Indian

Electronics World, Onida International Ltd. is used to

advertising effectiveness continentally, mostly two or threetimes in a year.

(3) How to Test ?

There is no single best way to test. In a

sense, every test is an experiment to measure therelationship between advertisement variables on the

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stimulus side and changes in pre-disposition and other

relevant behaviors on the response side.

(4) Where to Test ?

Where is the test to e administrated? In a

laboratory or in the field? How responses are obtains?

Forced or voluntary.

Onida International Ltd. generally test and

effectiveness in field as well as in laboratory because of to

overcome from the limitation of both the method.

They generally test their advertisement effectiveness

on the following criteria,

Validity Reliability RelevanceIn short, we may say that in Onida International Ltd.

advertisement effectiveness testing is done very

systematically and it helps to minimize the cost, to increase

in sales and to increase in brand awareness and as well as in

companys profit.

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INTRODUTION

Marketing research can be defined as objective and

systematic collection recording and analysis of data relevant

to marketing problems of a business in order to develop an

appropriate information base for decision-making in the

marketing area.

Marketing research is the systematic gathering,

recording and analyzing of data about problems relating to

the marketing of goods and services.- American Marketing Association

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OBJECTIVE OF THE STUDY

To determine objective is first in the planning process

once target is decided the ways are easily found out. The

following are the major objectives of this research study :-

To find out consumer awareness aboutvarious brand.

To study the preferences and perception ofcustomers regarding various brands.

To find out influence on buying decisionprocess.

To find out price consciousness ofcustomers. Customers satisfaction regarding productand company. To study on brad loyal and brands. To focus attention on a particular marketsegment with tailor made marketing campaign.

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Q-1. How much consumers are ready to pay for 29

inch Conventional TV ?

Option (Price) Consumers response Percentage

15000-18000 44 44%

19000-21000 22 22%

22000-25000 23 23%

Above 25000 11 11%

Total 100 100%

0

10

2030

40

50

60

70

80

90

100

Consumers response Percentage

15000-18000

19000-21000

22000-25000

Above 25000

Total

Conclusion :

I find out that most of the consumer is

ready to pay 15000 to 18000 for 29 inch conventional TV.The actual price of it is Rs. Between 19000 to 21000 so

company should reduce the price to attract the consumers.

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Q-2. How much consumer are ready to pay 29 inch

Flat TV ?

Option (Price) Consumers response Percentage

19000-21000 46 46%

22000-25000 25 25%

25000-29000 20 20%

29000-31000 9 9%

Total 100 100%

0

10

2030

40

50

60

70

80

90

100

Consumers response Percentage

19000-21000

22000-25000

25000-29000

29000-31000

Total

Conclusion :

From the above graph I find out that

most of the consumers are read to pay Rs. 19000 to 21000for 29 inch Flat TV but its not like that no body is ready to

pay high price. But if company reduces its price than they

can cover more market.

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Q-3. Which brand do consumer prefer ?

Option Consumers response

(No. Of consumers)

Percentage

Onida 25 25%

Philips 6 6%

Sony 20 20%

LG 15 15%

Videocon 23 23%

Others 11 11%

Total 100 100%

01020

30405060708090

100

Consumers

response (No. Of

consumers)

Percentage

Onida

Philips

Sony

LG

VideoconOthers

Total

Conclusion :

From above graph I find out that

consumer prefer 25% Onida, 6% Philips, 20% Sony, 23%Videocon, 15% LG and 11% other. So, consumer prefers

Onida to the other brand, but difference is less so company

has to concentrate it. The main competitors o the company

is Videocon and others like; LG, Sony etc.

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Q-4. Why would consumer like buying 29 inch TV ?


(No. Of consumers)

Percentage

Prestige 10 10%

Upgrade 14 14%

Good viewing 64 64%

Experience

Others 12 12%

Total 100 100%

0

1020

30

40

50

60

70

80

90

100

Consumers

response (No. Of

consumers)

Percentage

Prestige

Upgrade

Good viewing

Experience

OthersTotal

Conclusion :


most of people want to buy 29 inch TV because of goodviewing experience so we can say that company should take

care of this and accordingly launch the product.

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Q-5. Which features do consumer prefer from 29

inch TV ?


(No. Of consumers)

Percentage

Picture-in-picture 20 20%

Sound wattage 35 35%

High resolution

picture

35 35%

Looks 10 10%

Total 100 100%

01020

30

40

50

60

7080

90

100

Consumers

response (No. Of

consumers)

Percentage

Picture-in-picture

Sound wattage

High resolutionpicture

Looks

Total

Conclusion :


consumer prefer sound wattage and high-resolution picturefrom 29 inch TV. So company has to concentrate on these

two features to attract consumer.

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Q-6. How much price will consumer be able to pay

for projection TV ?


(No. Of consumers)

Percentage

75000-100000 60 60%

100000-120000 21 21%

120000-150000 11 11%

Above 150000 8 8%

Total 100 100%

0

1020

30

40

50

60

70

80

90

100

Consumers

response (No. Of

consumers)

Percentage

75000-100000

100000-120000

120000-150000

Above 150000

Total

Conclusion :


consumer are ready to pay 75,000 to 1,00,000 that meansfewer prices for projection TV. But I also find 21% people

who are ready to pay 1,00,000 to 1,20,000.

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Q.7. Which brand TV do you have ? Which brand

TV do you want to replace ?

From this question I find out that they are many bradwhich consumer prefers like ONIDA, SANSUI,

THOMSON, SONY, VIDEOCON etc. but most people

have ONIDA and they want to replace ONIDA only. BPL

and SONY and VIDEOCON are also most demanded

brands and they are giving great competition.

Q.8. What size TV do you have? Which size TV doyou want to replace ?

From the viewpoint of my survey I find that every

people have 21 inch TV and they want to replace 29 inch.So, company concentrate on the requirement of people why

they prefer this size TV and accordingly pay attention on

production.

Q.9. Your opinion about high end TV

I find out that people prefer TV up to 29 inch not more

than that because they give more important to size at house

and after their hobbies for big size TV.

Q.10. Your opinion about ONIDA

From my survey I find out that everyone prefers

ONIDA but they want more quality less price and also they

feel that company provides less after sales services. So,

companys product is good and quality is also good but

company has t concentrate on after sale service, which is the

most important point from the present scenario.

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DEALERS INFORMATION

Channels of distributions indicate routs or pathways

through which goods and services flow or move from

producers to consumers. Generally, producers in todays

market do not sell the goods directly to final consumers.

However, there is always a market intermediary betweenthem. These intermediaries may be retailers, distributors,

dealers etc.

Onida International Ltd. also sell its product with thehelp of dealers. Onida has over 3850 dealers covering

almost each and every part of India. Dealers of Onida

International Ltd. are found in metropolitan cities, small

cities and in towns with maximum number of customers

who want qualitative products. Onida International Ltd. can

keep a large market share because of the help of dealers.

With the help of dealers, they can satisfy their aims,objectives and targets. Dealers of Onida group give a good

mouth word of their product and provide after sales

services. Dealers are given returns for their extraordinary

services. They are provided with rewards at time and

percentage on profit margin. Dealers who make maximum

sales are awarded with big gifts etc.

Many of the dealers of Onida International Ltd. does

not sell only one brand product but they are also engaged insale of other companys product like BPL, VIDEOCON,

LG, etc.

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Thus, by making the survey through dealers, we can

find the Onida International Ltd., really stand at the 1st place

on at the top place all over India.

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CONCLUSION

Viewing Onida International Ltd. from every angle, it

can be conclude that over all the unit is progressing god

because Onida International Ltd. has provided excellent

quality of product due to sophisticated technology,

computer used and highly qualified technical staff. By thisway, they can able to create a good demand for their

product and satisfy the consumer.

As far as advertisement is concerned, this companysadvertising department is effective and they spend lot of

money for the advertisement and attract the customer.

It can be said that credit of success of the company

goes to the management as well as workers and employee

that Onida International Ltd. has bring bright future.

In short, its grip on every aspect of the business is tight

which helps it in fight every uncertainty. It is continues to

do well, sure its future will be full of success.

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BIBLIOGRAPHY

Marketing Management - Philip Kotler

Advertising Management - Philip Kotler

www.onida.com

Documents

61700626 ONIDA MBA Porject Report Prince Dudhatra