ONIDA SAKA LTD By Mohit Agarwal 100808057 Milind Goel 100808056
CONTENTS1. HISTORY2. MANAGEMENT3. VISION4. MISSION5. MILESTONES6. TOTAL ELECTRONICS MARKET7. WASHING MACHINE MARKET SHARE8. INDIAN CTV MARKET9. FALL OF ONIDA10. RISE OF KOREAN COMPANIES11. RISE OF ONIDA12. KY THUNDER CASE STUDY13. DVD CASE STUDY14. UNIQUE INNOVATION15. FUTURE STRATEGIES16. REFERENCES
HISTORY•Onida was started by G.L. Mirchandani and VijayMansukhani in 1981 in Mumbai.•In 1982, Onida started assembling television sets attheir factory in Andheri, Mumbai.•Since then, Onida has evolved into a multi-productcompany in the consumer durables and appliancessector.•Onida achieved a 100% growth in ACsand microwave ovens and a 40% growth in washingmachines last year.
MANAGEMENT• Mr. Gulu Mirchandani - (Chairman & Managing Director)• Mr. Vijay Mansukhani - (Managing Director)• Mr. G. Sundar - (Chief Executive Officer)• Mr. Vipul Mathur - (Vice President - Marketing)• Mr. Sanjeev K Jain - (Vice President - Sales & Service)• Mr. Manish Desai - (Vice President - Finance)• Mr. S.K Dhoot - (Vice President - Operations)
VISIONOUR VISION• To build a brand around substance.• To become a leader in our chosen field through• Synergistic businesses investment,• Differentiation through innovation• Through economies of scale and world class systems and procedures
MISSIONOUR MISSION To benefit society at large through:• Innovation.• Quality & Productivity.• Human Development and Growth• To generate sustained surpluses and always striving for excellence
MILESTONES• 1981 : MIRC Electronics Pvt. Ltd. was established• 1982 : CTV production started at Nand Bhavan, Mumbai• 1983 : Technical collaboration with JVC, Japan for CTV• 1985 : Established in-house R&D wing• 1986 : Production expanded and moved to a new factory at Kalina• 1987 : Moved to our own factory building "ONIDA HOUSE“• 1990 : Tuner plant commences operation• 1991 : Akasaka, PCB plant commences its operation• 1992 : Crossed 1 million CTV sales• 1994 : Moved to a fully automated Plant of 600K CTV per year at Wada• 1994 : Moved to a fully automated Plant of 600K CTV per year at Wada• 1995 : ISO 9001 certification obtained from BVQI• 1998 : Award for excellence in electronics by ministry of IT• 1999 : First in India to develop Internet enabled CTV• 2000 : Launched the KY Thunder, Profile Series.
• 2001 : AV Max award for best CTV : Launched Onida Black, flat CTV range.• 2002 : Completed plant expansion project to increase capacity from 600K CTVs to 1.2 million CTVs per year.• 2003 : Launched worlds first LCD remote „ i-Control ‟• 2004 : Launch of the Oxygen Series CTV• 2004- 05 : Achieved 1.20 million CTV sales• 2005 : Launch of POISON range of CTVs• 2009 : ONIDAs Brand relaunch campaign „ Tumko Dekha Toh Yeh Design Aaya to communicate its philosophy of thoughtful product features that are designed keeping customers in mind.• 2010 : Launched LED TVs with I-Care Technology.
INNOVATIONSWe were the first to launch:•The Web cruiser TV, the world‟s first built-in Internet TV whichoffers the benefits of a personal computer and a TV, and thattoo, equipped with a modem, printer port and a cordless keyboardwith it.•The Onida Twister was the first TV that turned to face the viewer;we were the first to introduce SRS technology for surround sound inAudio port.•In 1999, we were the first to introduce the pure flat TV in thecountry. The Candy was the first instance of any brand providing amulti-colored cabinet option to its customers.
TOTAL ELECTRONICS MARKETThe Rs 35,000 crore durables and electronics segmentin India. TURNOVER-201015,000 10,89110,000 9500 5702 5,000 TURNOVER-2010 1855 0 1515
FALL OF ONIDA• In late 90s The Koreans mapped the strength and weaknesses of each Indian player across categories• Eating into the share of established brands like BPL and Onida in colour TVs, and Godrej and Videocon in appliances.• Lack in investment in R&D hurt them badly• Lack in systems and processes with poor marketing.
RISE OF KOREAN COMPANIES Samsung& LG 2010 AC REFRIGERATORS WASHING MACHINE 28% 36% 36% KOREAN COMPANIES MARKET SHARE IN DIFFERENT SEGMENTS
RISE OF ONIDA• "We are trying to break into the MBOs (multi- brand outlet) in Mumbai as well and are present in Vijay Sales and Reliance Digital• "Being an Indian company, it‟s insights are better which lead to useful innovation• It is the fourth largest air-conditioner brand in the country with 10% share in the market, fifth in washing machines with 8% share, and sixth in flat panel TVs with 6% share.
• "They tactically withdrew from categories where they thought that they will not be able to match the product strengths of their Korean counterparts.• However, they did not let go of their core competencies. Instead of spreading themselves too thin, they maintained focus on their main categories,"• A brand like Onida resorted to re-branding in an attempt to project a more youthful image,• Moving away from its iconic Devil (Neighbors envy, Owners pride) advertising• More investment in R&D
KY THUNDER CASE STUDY“A small change that was heard across the country.”THE BACKGROUND:The competition in televisions was fierce. But while people upgraded from Blackand White sets to color to stunning picture clarity, no one focused on giving thecomplete audio/video experience.THE TASK:The simple reason why it was so because there was no more room for fittingspeakers on the TV. So instead of putting everything inside, the R&D teamsimply fitted the sound behind the screen thereby giving a superb surround soundeffect.THE RESULT:The rest obviously is history. It caught on faster than wildfire, everybody wantedto lay their hands on one, including the competition. The competition had to gettechnicians from abroad to understand what went through it and by the time theycould copy the same, the market was already won. So much so that the brandname became synonymous with the category itself.
DVD CASE STUDY“Everything begins with a scratch. Even the best.”THE BACKGROUND:The market was filled with VCD players with DVD soon catching up to them. Soinstead of studying the DVD player, we looked at the DVD. What we observed wasthat people preferred to rent movies from video libraries to play them. And as aresult, these discs had scratches and were used often.THE TASK:We realised that the current discs fail to the challenge and then gave them a powerfullaser that could read between scratched layers and reads beneath the layers of data.THE RESULT:The sheer advantage that we had was being the first mover. We gave consumers thefreedom from scratched discs. The technology was a watershed turn for ONIDADVDs, as it resulted in 16% market share and placed us as No. 1. Since then we havebeen considered as one of the market leaders, innovators and a technology companycontinuously excelling in research and technology.
UNIQUE INNOVATION• In 2011 Onida launched Pre cool range of Air Conditioners that come with a pre cool device• It automatically switches on as well as switches off the air conditioner on receipt of a CODE (AC*ON / AC*OFF) via an SMS sent by the consumer from his mobile phone.• It not only allows the consumers to operate the Air Conditioner while on the move but also cools the room even before they reach home.
FUTURE STRATEGIES• Aim to be 1 billion$ company in2013-2014• Thrust on low cost product under “EGO” brand such as rural led lighting, low cost television• Opening inclusive retail store in small cities starting with 10-12 outlets• Focus areas-Mobiles, Led TV & Air conditioner• Tripling spending on marketing to 150 crore