The document discusses strategies for relaunching the Onida brand in India. It notes that Onida was previously successful but faced issues like management problems, inconsistent branding, and lack of after-sales support. The relaunch strategies propose repositioning Onida to target tier 2-3 cities by focusing on air conditioners, washing machines, and basic LED TVs. Communication strategies would include celebrity endorsements, events, and innovative advertising. The product line would be expanded and continuously innovated. Channel partners would be incentivized. The launch would start with buzz on social media and a press conference, followed by guerrilla marketing, contests, and cricket events to promote Onida TVs. The relaunch

4. reLaunch

5. 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

6. 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

7. reLaunch
Strategies

8. 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 Positioning
o 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.

9. COMMUNICATION
STRATEGIES
Road
shows
Promotions
Consumer Promotion
Celebrity Endorsement
Association with Events
Innovative advertisement
After Sales Service

10. PRODUCT STRATEGIES
• Wide range of products
o 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&D
o Continuous innovation
o Always reinvent themselves
o Adapt to the latest trends
o Solutions to new problems faced by TG

11. 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

12. 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

13. 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

14. 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

15. 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

16. THANK YOU
Presented by Group 2
Sachin
Jaideep
Surmi
Kunal
Teja
Tirthankar
Sapna