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Onida relaunch strategies

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Page 1: Onida relaunch strategies
Page 2: Onida relaunch strategies
Page 3: Onida relaunch strategies
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reLaunch

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INTRODUCTION

• Origin of the Onida is trademarked to Monica Electronics, incorporated in 1975

• Owned by the Mirchandani family and which was acquired in 1981 by Mirc Electronics (also owned by the Mirchandanis)

• Mirc Electronics won an Award for Excellence in Electronics in 1999

• In addition to the Gulf countries ONIDA has a presence in Russia, Ukraine and neighboring CIS countries

Page 6: Onida relaunch strategies

REASONS FOR BRAND AILMENT

• Entry of Korean Heavyweights

• Internal Management Problem

• Changing Advertising Taglines and Ad agencies

• Aging Customers Base: Brand Amnesia

• No After Sales Service Provided

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reLaunchStrategies

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REPOSITIONING• Country wide extensive consumer research

o About the perceptions of the brand

o The trends, their aspirations and purchasing patterns.

o Outsourcing it to an outside research agency

• Targeting and Positioningo Target the Tier 2 – Tier 3 cities - brand recall is still present

o We recommend it to concentrate on air conditioners and washing machines apart from LED televisions.

o Should concentrate more on providing a basic LED television set with flat screen higher quality picture and sharper image superior sound rather than Android TVs

o Onida TV should be positioned as a medium for entertainment providing advanced technology at affordable prices.

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COMMUNICATION STRATEGIES

Road shows

PromotionsConsumer Promotion

Celebrity Endorsement

Association with Events

Innovative advertisement

After Sales Service

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PRODUCT STRATEGIES

• Wide range of productso Line extension in value segment so as to target

more customers in the lower segment.

o Emotional attachment with the brand and as they graduate to the high end segment

• R&Do Continuous innovation

o Always reinvent themselves

o Adapt to the latest trends

o Solutions to new problems faced by TG

Page 11: Onida relaunch strategies

CHANNEL STRATEGY

• Relation building with channel members dealers

• Retail malls and exclusive stores need to be tapped as well. Incentive schemes to channel partners spread over a longer period is required

• They play a role in the ultimate purchase of the consumers especially in tier 3 cities and incentives to the channel members

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THE LAUNCH

o Initial buzz would be via a prelaunch of the brand with a customized LED TV with sleek design.

o Social media: Facebook and Twitter. “What you would do if you encounter the devil this Diwali?”

o A press conference with the top honchos of the brand, the proposed ambassador and the devil communicating to the press

o Strategic news items and print ads in all the news-papers, prints banners and billboards communicating that the brand is coming in a new avatar this Diwali.

o Guerrilla marketing - putting innovative product items at streets, setting up real devil models at malls which would be interacting with the shoppers and grabbing eye balls.

o Teasers in Television that the devil is coming this Diwali beware can be put forth

PRE LAUNCH - SEPTEMBER

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THE LAUNCH

o Mall and store décor (mall to be lit up every night for 15 days with trellis lights)

o Contests like ‘Guess the Price’

o Backpack hoardings.

o Mall façade branding, dropdowns with door buster offers.

o Gate Arch in the form of trolley.

LAUNCH PHASE - DIWALI AND DHANTERAS

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THE LAUNCH

o Promoter activity: Residential contact program at key residential areas. Singing and Dancing contest over the weekend.

o Weekend Promoter activity : Trolley procession, Cavalcade, Weekend Events

o IPL cricket event showing at pubs, clubs, malls, market place, live cricket matches featuring on an ONIDA TV.

POST LAUNCH PHASE

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CONCLUSION

• Committed basic and glaring marketing blunders like non-uniform positioning and no integrated marketing communication

• Victim of heightened competition

• Market has a high opportunity of brand recall and emotional connect of Onida

• Should use its experience and indigeneity to penetrate into tier 2 and tier 3 cities

• Should chalk out an aggressive marketing campaign after proper market research

• Market has a high opportunity of brand recall and emotional connect of Onida

• The brand has a sliver lining; Make in India campaign is in the favour Onida

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THANK YOU

Presented by Group 2Sachin

JaideepSurmiKunal

TejaTirthankar

Sapna