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reLaunch
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
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
reLaunchStrategies
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.
COMMUNICATION STRATEGIES
Road shows
PromotionsConsumer Promotion
Celebrity Endorsement
Association with Events
Innovative advertisement
After Sales Service
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
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
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
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
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
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
THANK YOU
Presented by Group 2Sachin
JaideepSurmiKunal
TejaTirthankar
Sapna