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INTRODUCTION TO THE STUDYThe process of ascertaining consumer needs, converting them into a product or service & then moving the product or service to the final consumer or user to satisfy such needs and wants of specific customer segment and segments with emphasis on profitability, ensuring the optimum use of resources available to the organization.
“Marketing is a social and managerial process by which individual and groups obtain what they need and want through creating, offering and exchanging products of value and others”. Phillip kotler The American Marketing Association (AMA)“The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals”. The 21st
century was era of advertising, marketing and sales production; marketing is to convert social needs into profitable opportunities. As it is said “Marketing thinking starts with the human needs and wants”. Apart from basic necessities of air, water, shelter and clothing every person has the strong desire for recreation and services. Marketing serves as the link between the society need’s and its pattern of industrial response. Electronics industry is one of the fast growing industries in India.
(Element of Modern Marketing System)
Supplier
Company
Competitor
Marketing intermediaries End user
Company History
Mirc Electronics commenced its journey in 1981. Starting with a goal of manufacturing televisions sets, it transformed into a complete consumer durable company with a wide product portfolio including Flat panel TVs (LED & LCD TVs), Air Conditioners, Washing Machines, Microwave Ovens, DVD & Home Theatre systems, Mobile phones, Projector systems and LED lights.
“Accept the challenges so that you may feel the exhilaration of victory.”Onida has been trusted by over 15 Million consumers for over 30 years. Onida has challenged conventional wisdom to create new category codes through innovative products with unique form & functionality, and through unconventional communication.
Onida has been an enduring brand in the Indian Consumer Durable space, and has won the trust of millions of consumers with its high quality products. Being an Indian company, the company understands the unique requirements of the Indian consumer – more than any other company does. This has found expression in so many of the innovative products that have been launched over the years. This understanding of the consumer is one of the core strengths of the company that has enabled it to compete in the market.
In the annals of Indian advertising, Onida enjoys a storied past. The advertisements that Onida brought out broke all conventions and are a defining feature of the organisation. The company created amongst
the most powerful icons in advertising, the Onida Devil, and amongst the most memorable taglines, ‘Neighbour’s envy. Owner’s pride.’
Mirc has world class manufacturing facilies at Wada (Maharashtra) and Roorkee (Uttrakhand) with a capacity of over 3.4 Million Televisions and 2.4 lakhs Washing Machines respectively.
With a Maverick leadership team, Onida has become a torch-bearer for consumer-centric innovations and unconventional communication.
Onida has often been voted as the top most trusted consumer durable brand in India – a reflection of its continued success.
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. ONIDA came out with the famous caption 'Neighbour's envy, Owner's Pride', another popular theme of the ads was a devil complete with horns and tail in the 1980s. The devil was replaced by a married couple- Siddharth and Ritu.
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 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 per cent 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.
In addition to the Gulf countries ONIDA has a presence in Russia, Ukraine and neighboring CIS countries.
Apart from Television Exports to Russia, Onida also exports DVD Players and High end LCD Televisions.
Ranked 34th Most trusted brands in India according to The Brand Trust Report published by Trust Research Advisory.
Vision and Mission
“We must look for the opportunity in every difficulty.”Onida has always been driven by the Vision and Mission of the organisation, and a sense of collective ownership and responsibility is palpable within the organisation. The company has strived to imbibe its employees with the Vision and Mission of the organisation through clear articulation and internal
communication. The articulation of the Vision has also brought in sharper focus, greater sensitivity to consumers, and led to clearly defining priorities.
Vision
Our aim is to make Indians proud of the Made-In-India label by providing highly innovative products, which are better than the competition, which simplify our lives and provide an unmatched customer experience.
Mission
To benefit society at large through innovation, quality, productivity, human development and growth, and to generate sustained surpluses, always striving for excellence, within the framework of law, and with pride in ethical values.
Values
Different and Unique Respect for Individual Integrity Customer Relationship Achieving the Impossible Passion for Perfection
Company Milestones
“Challenges make you discover things about yourself that you never really knew.
The passion for always achieving bigger things than resting on past laurels – that has taken the organisation to the heights it has reached, and building a brand that has grown over the last 30 years where most others have fallen by the wayside.
Today 2012 2011 2006 2001 1996 1991 1986 1981
2012
Onida launches MultiFlow AC with 4-way Cooling and Multi-Point Refrigerant Injection
Neo range of LED TVs expanded with iNeo
Smart LED TV and Neo 3D LED TV
The Brand Trust Report, India Study 2012’ - ONIDA is ranked at 38th position among 17,000 brands ranks 2nd in the Sub-Category of Appliances.
2011 - 2006
2011
Onida launched PreCool AC, whereby you can switch on the AC from outside the home using a mobile phone
Andy, Onida's first Android-based Smartphone introduced
iTube, India's first Android-based Smart 3D LED TVs launched
SmartCare Semi-automatic washine machines introduced and meets immediate success
Onida's exclusive store opened in Ahmedabad
2010
Launched LED TVs with I-Care Technology
Foray into LED Lighting category
Commenced the Consumer Connect Initiative
IGO LED Torch and Lamps, a product category created to tap the local market
Launched 6 Ultraslim models in IGO product range
Achieved during November, growth of 20% in value as compared to the last year. (IGO)
Launched World first ONIDA Speedcool range of AC with Savings meter in INR, 5 Speed Cooling
Launched I-Cool Range of ACs with large user freindly display & one touch auto control for AC and ceiling fan.
Opened over 350 ONIDA Cool Point retail stores selling full range of Onida Air Conditioners
Onida Psychometric Test Lab upto 4 Tr capacity inagurated at Wada Factory
Onida launches Commercial AC with Variable Refridgement flow and duct type AC range
Onida designed its first Commercial AC - Duct Type 8.75 Tr with 410 A refridgerant (CFC Free)
Onida ACs become 4th largest selling brand in India with Market Share of over 12% in split ACs
Sparkle, a premium range of Fully Automatic Washing Machines with in-built brush and Moving Display launched
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
Won the Star Performer’s Award from Urjavaran Foundation for the most Energy Efficient Air Conditioners in the year 2009
2006
Ranked 2nd as per Total Income in the Consumer Durables / Domestic Appliances Sector by Dun and Bradstreet’s India’s Top 500 Companies 2006
2005 - 2001
2005
Achieved 1.20 million CTV sales
Launch of 'POISON' range of CTV's
2004
Launch of the 'Oxygen Series' CTV
Crossed Sale of 250,000 CTV's in October month
Launch of Microwave Owens
Mr.Gulu Mirchandani, CMD awarded 'Man of Electronics for the year' by CETMA
Achieved 1.20 million CTV sales
2003
Launched world's first LCD remote 'i-Control'
Launched Air-conditioners
Launched Rear Projection TV, Plasma TV & DVD Players
Launched Fully Automatic front loading Washing Machines
Operations started in Russia
2002
Completed plant expansion project to increase capacity from 600K CTVs to 1.2 million CTV's per year.
Launched 'KY Theatre' with circle surround sound, the first complete Home Theatre package
Launch of 'Igo'- the economy brand
Launched VCD player
Won the Award for Innovative Product Display from MITF 2002.
2001
AV Max award for best CTV
Launched Onida Black, flat CTV range
Multimedia projectors launched
Commenced project to expand CTV capacity to 1 million
2000 - 1996
2000
Launched the KY Thunder, Profile Series
1999
First in India to develop Internet enabled CTV
1998
Award for excellence in electronics by ministry of IT
1995 - 1991
1995
ISO 9001 certification obtained from BVQI
Awarded ISO Certification in 1995
1994
Moved to a fully automated Plant of 600K CTV per year at Wada
1992
Crossed 1 million CTV sales
1991
Akasaka, PCB plant commences its operation
New CTV manufacturing plant at Vasai commences operations
1990 - 1986
1990
Tuner plant commences operation
1987
Moved to our own factory building "ONIDA HOUSE"
Iwai, Speaker plant commences its operation
1986
Production expanded and moved to a new factory at Kalina
1985 - 1981
1985
Established in-house R&D wing
1983
Technical collaboration with JVC, Japan for CTV
1982
CTV production started at Nand Bhavan, Mumbai
1981
MIRC Electronics Pvt. Ltd. was established
Brand PhilosophyYOU SEE A LUMP OF CLAY WE SEE ENDLESS POSSIBILITIES.
Innovations happen when you look at things differently.When you don’t think why, but think why not!
Brand Positioning
TRENDY, UNCONVENTIONAL Brand for Young Nesters that offers products with Innovative Form & Functionality satisfying consumer needs in surprising ways.
Brand Values
The Brand Values that will define Onida are
o Unconventionalityo Creativityo Surprisingly Thoughtfulo Wit
Brand Idea
Think WhyNot! will be the Onida Brand Essence. The ‘WhyNot!’ application will be across all functions of the organisation and will encourage an attitude of challenge and creativity.
The Onida Way
All around us, rules and regulations define our existence.
Sure, they were created for a purpose. But many a times, the same very rules put blinders on us, handcuff us from stretching our limits, impair our imagination, dissolve our power to think and view things differently.
Onida will exist to challenge these rules, unshackle people and more importantly, their imagination from these rules and boundaries. Onida believes that while some rules need be followed, a lot many need to be challenged. It believes that challenging these rules may create a possibility of failure, but not challenging these rules will create a certainty of it.
Onida will say... Think WhyNot!
“Think WhyNot!” is an expression of challenge, a new language, a new way of thinking that shall drive Onida to unleash the maverick attitude of creativity and challenge in its products, employees and culture.
Innovations @ Onida“Originality implies being bold enough to go beyond accepted norms.”
Innovations have been and will continue to remain the defining feature of the company. In the endeavour to ensure that the innovations succeed, Onida attempts to get as close as possible to
the customer so that the company is able to see exactly what a customer is seeing.
LED Television
iTube - India’s first Android based Smart 3D LED TV
Browse. Play. Connect. And do it all while you unwind.
The Onida iTube – the first Smart 3D LED TV that is based on the popular Android platform provides a browsing experience that is simple and a pleasurable, and also provides access to over 300,000 applications in the Android market.
There are several other first too that this LED TV lays claim to. Over 70 MB of space to download your favourite apps; a smart double-sided Qwerty remote that enhances the browsing experience, and Dual Processing – a unique feature whereby you can continue to buffer/ download data in the background even as you switch over to watching your favourite channel!
The 3D experience will take you to another world altogether and the 2D-3D conversion will ensure that you enjoy the 3D experience whenever you wish to!
iCare LED TV - TVs that care for your Eyes
Non-stop entertainment with iCare TechnologyOnida’s iCare LED TV is designed with a unique technology that eases the strain of continuous TV viewing. The stunning monolithic design and glass finish ensure that the TV is the centre of all attention.
The iCare LED TV provides
- 99% Protection from UV Rays - 95% Reflection-free Viewing - 10 times tougher than normal LCD/ LED TVs
LCD TELEVISION
KY Rock - 1000 W of Rocking Entertainment
LCD TVs that were first introduced in India had abysmally low sound output. While this was a function of the product design and construct, it definitely was not what the Indian consumer was used to. In a country where sound dominates ones daily experiences, a feeble sound output from a television set was let-down.
While other companies started pushing their Home Theatre Systems to compensate for the lack of good sound, Onida put to good effect all its experience in delivering great sound in its CRT TVs. The result – the Onida Diamond KY Rock with 1000 W of mind-blowing sound. Least to say, entertainment has never been the same again with LCD TVs.
AIR CONDITIONER
MultiFlow – Powerful Cooling. Energy Saving.
Have you ever wondered why Powerful cooling should be at the expense of high energy bills? Here’s Onida Multiflow AC – a unique AC with multi circuiting technology that ensures quicker cooling with maximum energy efficiency. Onida Multiflow ACs are designed with 4-way Airflow, Multi Point Refrigerant Flow and use high grade Golden fins.
PreCool - SMS Gone. AC On.
How often have you wished that your room is cooled even before you reach home? Here’s Onida Precool AC – the world’s first AC that can be operated from anywhere by sending an SMS to a Precool device that comes along with the AC. Now switch on your AC even as you are driving back home, and enter a room cooled to your comfort!
iCool – Instant Cooling. No Waiting.
How often have you wished for instant cooling when entering your room in peak summer? Here’s Onida iCool AC – the world’s first AC with an advanced Auto Climate Technology that controls both your ceiling fan and AC to deliver instant cooling with One touch control, Instant high 5 speed cooling, and world’s first energy saving meter on AC.
Washing Machine
Sparkle - The True Fully Automatic Washing Machine with an in-built Brush
Onida Sparkle is another World’s First from Onida with an In-Built Brush in a washing machine. Now you can give your clothes a wash which is as good as a handwash. Unlike other Washing Machines, the In-Built Brush feature in this machine brushes your clothes inside so that your clothes come out cleaner.
Born out of today’s revolutionary washing technologies, Onida Sparkle range of Fully Automatic Washing Machines is vital for Indian homes. Keeping in mind the importance of a Washing Machine that gives clean clothes using minimal time and attention, Onida has Sparkle range of Washing Machines to take care of your concerns. These machines also come with Water Saver Eco Rinse features that enables 35% water saving.
Microwave Oven
Black Beauty - The health conscious Microwave Oven
Indian consumers still prefer traditional cooking to a more convenient microwave cooking, especially for Indian food. They also relish various regional dishes from other parts of India but are not comfortable cooking those dishes. ONIDA addressed this concern by introducing Black Beauty Microwave Oven with especially designed 123 Indian auto cook touch menus. So, now, it’s easier for a North Indian to enjoy Idli, Dosa, Sambhar etc. while a South Indian enjoys making Mutter Paneer, Dhokla etc. by only the touch of a button. A unique calorie meter is designed to provide healthy,tasty food on demand.
COLOUR TELEVISION
Movie TV - Entertainment, now at your fingertips.
Ultra Slim Movie TV Range (USB MODELS)-Living up to its image of introducing cutting-edge technology, Onida brings you yet another range of TVs made with innovation as the core ingredient.
The Onida Ultra Slim Movie TV range is not only 40% slimmer but also lets you instantly connect your USB flash drives to the TV. Enjoy your favourite movies, videos, music and photos with this superior range of TVs that are specially designed for complete family entertainment.
You couldn't have asked for anything better than this. Onida presents a range of CTVs in a whole new avatar with technologically advanced and cutting-edge features. You can now experience the best and the latest innovations with this range of colour televisions. Go ahead, indulge in the finest TV entertainment in the comfort of your home
Mobile
KY Studio - Entertainment on the go
ONIDA was among the few brands launching India’s revolutionary mobile phone, KYS70 (Movie Phone) a phone that has re-invented the way you see movies on the move. With its star attraction MOVIE KING, you can store and watch over 80 movies on your mobile with 15 pre loaded movies aong with a 4GB memory card .
NO TICKETS , NO SEATS Watch SUPER HIT FILMS on your Mobile
GLOW BEATS
GlowBeats - Jazz up your Space
Onida brings you sound with a difference! This new LED Light Speaker System from Onida will definitely bring your living room alive by giving you a dazzling experience of sound with superior LED Lights. You can now enjoy crystal clear and uninterrupted wireless music by simply docking your iPod, iPhone or select Mobiles into a docking station. So Jazz up your Space, sit back and enjoy the radiant music and ambience.
NexS HD Media Player
NexS - Entertainment Galore
Home entertainment in India is witnessing a revolution. Continuing the trend of innovation, Onida launched the first-of-its-kind media internet TV organizer, ONIDA NexS comprising of a unique capability to play any media file formats of Full High
Definition (FHD) movies and user generated videos on any HD featured LCD or LED TV.
Ranked amongst one of the best HD media juke box available today in the Indian market, ONIDA NexS plays upto 1080p video content that supports massive audio / video formats. It can also be networked with a PC system using an in built LAN port. Equipped with the Samba software which supports the network facility, the user can easily navigate the shared files in the PC to this jukebox from its home network and then play the files from its original destination. One can also directly share the windows media files from the PC through a Tunkey media server
MANAGEMENT TEAM
∗ Mr. Gulu Mirchandani, Chairman & Managing Director
∗ Mr Vijay Mansukhani Managing Director
∗ Mr. G Sundar Chief Executive Officer
∗ Mr.Vipul Mathur , VP – Marketing
∗ Mr. Sanjeev K Jain VP - Sales and Service
∗ Mr. S K Dhoot VP – Operations
EXPORTS
“The purpose of business is to create and keep a customer.”Onida products have found their way to Nepal, Sri Lanka, Middle Eastern and African markets. It is the quality of the products and the
highly innovative features that they come with that has enabled us to service markets outside India.
With an export office in Dubai, Onida products are sold across the Middle East and African markets. The last few years have seen an increasing interest in our product, setting the base for a robust international presence.
Onida LED Televisions and Mobile Phones have been introduced across several markets, with customized models meeting the requirements of these regions. Arabic menu options and On-Screen Displays (OSDs) have been specifically designed for the Middle Eastern and North African (MENA) markets. Onida products can be found across several leading hypermarkets.
In you are interested in dealing with Onida products in a country outside India, please fill in the Enquiry Form given below.
MANUFACTURING FACILITIES
“No idea is so outlandish that it should not be considered.”At Onida, with the customer at the centre of all our activities, our manufacturing process are geared towards delivering what best
serves the customer. Our competitive edge comes not from being lean, or through cost cutting, but simply by being optimal. Onida's assembly and manufacturing options are world-class setups. With operations in Wada and Roorkee, a whole range of products are delivered to customers with the Onida brand.
Onida’s facility are designed to do a large gamut of manufacturing operations – Injection moulding, EPS, Auto insertion etc. At each stage, the products go through a rigorous quality check that far exceeds usual requirements. This ensures that failure rates of the products are amongst the lowest in the industry.
Mirc Electronics Ltd is committed to implement E–Waste Rules as per E-waste (Management & Handling) Rules 2011 notified by Central Government of India.
To enable the customer to dispose off e-waste products after its end of life or in non-working condition, the customer can drop the product at our factories located at Wada and Roorkee. Mirc in turn shall dispose the product through authorized e-waste recyclers.