(brand promotion) mirc electronic.doc
TRANSCRIPT
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SUMMER TRAINING PROJECTON
(BRAND PROMOTION)MIRC ELECTRONICS LIMITED
ONIDA (PHASE-II NOIDA)
Summer Training Project Report
Submitted for the partial fulfillment of the degree of
MASTERS OF BUSINESS ADMINISTRATION
SUBMITTED BY: SUBMITTED TO:BEAUTI GUPTA ABES IT GROUP OF
INSTITUTIONS
MBA III Semester
Roll No. : 096107001
ABES INSTITUTE OF BUISNESS MANAGEMENT
!"m#$s%&' 19T(
)m sto*e' N"t+o*"l (+,-"/%&'+"/ N","r' G(A2IABAD !+t/% &01009 3UP4 INDIA
A55+l+"te to:% UTTAR PRADES( TE!(NI!A UNIERSITY'
U!)NO8
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!ERTIFI!ATE
This is to certify that Ms. Beauti Gupta, is a student of ABES Institute of Technology and has
done his/her Training Project Brand Pro!otion." in the speciali#ation area Mar$eting.
The %or$ e!&odied in this report is original and is of the standard e'pected of an MBA student
and has not &een su&!itted in part or full to this or any other (ni)ersity for the a%ard of any
*egree or *iplo!a. +e/she has co!pleted all reuire!ents of guidelines for Training Project
-eport and the %or$ is fit for e)aluation.
Signature of +ead of Institution
a!e Prof. 0.1. Gupta
Institution ABES IT
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TABLE OFCONTENTS
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TABLE OF CONTENTS
CERTIFICATEDECLARATION
PREFACE
ACKNOWLEDGEMENT
EXECUTIVE SUMMARY
COMPANY PROFILE
About Onida
Vision, mission & values
FairnessCode of business ethics and conduct
Product
OBJECTIVE OF STUDY
BRAND PROMOTION
RESEARCH METHODOLOGY
MARKETING OF ONIDA
BRAND ANALYSYSDATA ANALYSYS & INTERPRETATION
SWOT ANALYSIS
RECOMMENDATION
CONCLUSION AND SUGESSTION
ANNEXURE
BIBLIOGRAPHY
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DECLARATION
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DECLARATION
I Beauti Gupta, Student of MBA, 2rdSe!ester, ABES Gha#ia&ad, here&y
declare that all the infor!ation facts and figures produced in this report is
&ased on !y o%n e'perience and study during !y research in analy#ing the
Training and de)elop!ent depart!ent.
I further declare that all the infor!ation and facts furnished in this project
report are &ased on !y intensi)e research findings. They are first hand
and original in nature.
3BEAUTI GUPTA4
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PREFA!E
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PREFA!E
All that I learnt in classroo! is turned into practicality in this period of t%o
!onths of su!!er training. Practical orientation is necessary for e)ery
field of study, especially for a !anage!ent student to perfor! as a
potential !anager.
I joined MI-1 E4E1T-5I1S 4T*. on 6(E 78 97:7 for su!!er
training. I %as placed under the guidance of Mr. -ashid +asan and the
%hole Sales *epart!ent ;B-M< Sales=.All the co!pany>s policies,
principles, )ision ? )alues, ethics policies %ere inducted to !e. And all
the e'isting sales progra!!es in the co!pany %ere &riefed to !e.
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ACKNOWLEDGEMENT
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ACKNOWLEDGEMENT
I consider !yself e'tre!ely fortunate to ha)e the opportunity to %or$ in a
reputed organi#ation li$e MIR! EE!TRONI! IMITED. It %as a greatlearning e'perience to %or$ in the organi#ation, %hich pro)ided !e the
$no%ledge and e'perience of industry and also ga)e !e the right e'posure
to the corporate %orld.
Special than$s to Mr. -aji) Bashin 3B-M@ SA4ES for gi)ing !e the
opportunity to do !y su!!er training in 5I*A.
I a! e'tre!ely grateful to Mr. -ashid +asan 3Sales Manager, for his
)alua&le support and enriching !y thoughts in this field fro! different
perspecti)es.
I a! than$ful to Mr. A!it 3Manager Sales, Mr. Sadhu, and entire Mar$eting
tea! for their guidance and $ind support. My increased spectru! of
$no%ledge in this field is the result of their constant super)ision and
direction that has helped !e to a&sor& rele)ant and high uality infor!ation.
4ast &ut not the least@ I %ould li$e to sho% !y gratitude to all those persons
%ho ha)e directly or indirectly helped !e to co!plete !y project.
3BEAUTI GUPTA4
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A
STUDY
ON
BRAND
PROMOTION
IN
ONIDA
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EE!UTIE SUMMERY
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EE!UTIE SUMMERY
Branding your &usiness you need to stand out fro! the herd %hen it co!es to &usiness.
0ou need to &e &etter, stronger and !ore adapta&le than your co!petitors. 0ou need to &e
eye
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:. Their 4ogos
9. Their Slogans
2. Their Pro!ises
It>s a!a#ing ho% !uch ad)ertising pro!otion %e a&sor& e)ery day. 4ogos, slogans and
associated ad)ertising !ethods 3particularly &ac$ground !usic stic$ li$e !ud. The car
in front is a 3""I>! lo)ing it" Thin$ different" Celco!e to our et%or$"
6ust a fe%, &ut I>! certain you can na!e the &rands.
Brand pro!otion strategies you need to thin$ &ig. 0ou need to thin$ out of the &o'. 0ou
need to dispel any notions of %hat is Fusual> or Fe'pected.> 0ou need to gra& your
audience and you need to $eep the! until they are fully a%are that you e'ist and that you
!ean &usiness.
4oo$ to your &usiness !ission state!ent and as$ %hat it is that you %ant to pro!ote. 5f
course you need to sell your product, you need to !a$e !oney, &ut you also need to
sur)i)e, and in order to do that you need to for! an i!pression on your !ar$et.
*on>t copy your co!petitors, &e original instead loo$ to co!panies that inspire you for
inspiration.
Cord of !outh is &y far the !ost effecti)e for! of ad)ertising. People ignore Popll listen to their &est friend. If you pro)ide a uality ser)ice people %ill
reco!!end you.
http://www.toyota.com/http://www.toyota.com/http://www.mcdonalds.com/http://www.apple.com/http://www.three.co.uk/http://www.toyota.com/http://www.toyota.com/http://www.mcdonalds.com/http://www.apple.com/http://www.three.co.uk/ -
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1usto!ers %ant uality. If you can pro)ide uality at a decent price they %ill co!e &ac$,
inspiring custo!er loyalty is part of a strong &rand identity.
0ou !ay %ant to hire a professional to help shape your &usiness !odel, or to i!pro)e
your ad)ertising sche!e.
-e!e!&er *on>t li!it yourself@ putting &lin$ers on is a %ay of staying focused@ &ut it
also leads to !issed opportunities.
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INTRODU!TION
TO
T(E !OMPANY
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INTRODU!TION TO T(E !OMPANY
Ao$t ONIDA
(o +t "ll e,"*
5nida %as started &y Mr.G.4.Mirchandani and Mr. ijay Mansu$hani in :H: in
Mu!&ai. In :H9, 5nida started asse!&ling tele)ision sets at their factory in Andheri,
Mu!&ai. Superior products and the co!&ination of a distincti)e )oice, a cutting
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T-e Netor;
5nida has a net%or$ of 22 &ranch offices, 97 1usto!er -elation 1enters and K: depots
spread across India. MI-1 Electronics shares are listed on the ational and Mu!&ai
Stoc$ E'changes. The co!pany enjoyed a !ar$et capitali#ation of -s.27:.KL 1r. as on
2:st March 9778.
The transition of 5nida fro! a fa!ily
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!or#or"te P-+loso#-/
!omm+tme*t to so
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P"ss+o* 5or >$"l+t/
Stri)e to create products %ith su&stance that are the &est in class. e)er co!pro!ise on
uality. Gi)e our custo!er &etter )alueF"+r*ess
Ce stand for truth, fairness and justice in all our &usiness and indi)idual dealing < %ithout
this spirit, no !an can %in respect no !atter ho% capa&le he !ay &e.
Peo#le % o$r ,re"test "ssets
Ce )alue good people. It is our responsi&ility to create acti)ely and constantly an
en)iron!ent that supports the! to gro% and flourish.
("rmo*/ "*
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Gro%th is )ital. Increasingly see$ out %ays and !eans to constantly !o)e for%ard.
I**o?"t+o*
Progress &y adjusting to e)er
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(o*est/ @ I*te,r+t/
All the directors along %ith the senior !anage!ent shall deal on &ehalf of the co!pany
%ith professionalis!, honesty and integrity, as %ell as high !oral and ethical standards.
All directors %ill act in good faith, responsi&ly, %ith due care, co!petence and diligence,
%ithout allo%ing their independent judg!ent to &e su&ordinated. *irectors %ill act in the
&est interests of the co!pany and fulfill the fiduciary o&ligations.
!o*5l+
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c *irectors should a)oid conducting co!pany &usiness %ith relati)e or %ith a fir!/
co!pany in %hich a relati)e/ related party is associated in any significant role.
If such related party transaction is una)oida&le it !ust &e fully disclosed to the &oard
or to the 1J5 of the co!pany.
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!om#l+"*
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Rel"te P"rt+es
As a general rule, the directors and the senior !anage!ent !ust a)oid conducting
co!pany &usiness %ith a relati)e or significant other, or %ith a &usiness %hich a
relati)e significant other is associated in any significant role. -elati)e include
Jather
Mother 3including step !other
Son 3including step son
Sons %ife
*aughter 3including step daughter
Jathers Jather
Jathers Mother
Mothers Mother
Mothers Jather
Sons Son
Sons Sons %ife
Sons daughter
Sons daughters hus&and
*aughters +us&and
*aughters Son
*aughters Sons Cife
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*aughters *aughter
*aughters *aughters +us&and
Brother 3including step
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The 1o!pany discourages the e!ploy!ent of relati)es in positions, assign!ents
%ithin the sa!e depart!ent and prohi&its the e!ploy!ent of such indi)iduals in
positions that ha)e a financial dependence or influence 3e.g., an auditing or control
relationship, or a super)isor/ su&ordinate relationship. The purpose of this policy is
to pre)ent the organi#ational i!pair!ent and conflicts that are a li$ely outco!e of the
e!ploy!ent of relati)es or significant others, especially in a super)isory/ su&ordinate
relationship. If a uestion arises a&out %hether a relationship is co)ered &y this policy
the +u!an -esource *epart!ent is responsi&le for deter!ining %hether an
applicants or transferees ac$no%ledged relationship is co)ered under this policy. The
+u!an -esource *epart!ent shall ad)ise all affected applicants and transferees of
this policy. Cillful %ithholding of the infor!ation regarding a prohi&ited relationship/
reporting arrange!ent !ay &e su&ject to correcti)e action, up to and including
ter!ination. If a prohi&ited e'ists or de)elops &et%een t%o e!ployees, the e!ployee
in the senior position !ust &ring this to the attention of his/ her super)isor. The
1o!pany retains the prerogati)e to separate the indi)iduals at the earliest possi&le
ti!e, either reassign!ent or &y ter!ination, if necessary.
!o*5+e*t+"l+t/ o5 I*5orm"t+o*
The 1o!panys confidential infor!ation is a )alua&le asset. Any infor!ation
concerning the co!panys &usiness, its custo!ers or other entities %hich is not in
pu&lic do!ain and to %hich the director has access or possesses such infor!ation,
!ust &e considered confidential and held in confidence, unless authorised to do so
and %hen disclosure is reuired as a !atter of la%. o director shall pro)ide any
infor!ation either for!ally or infor!ally, to the press or any other pu&licity !edia,
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unless specially authori#ed. This o&ligation e'tends to confidential infor!ation of
third parties, %hich the co!pany has the rightfully recei)ed under on
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G+5ts @ Do*"t+o*
o director or the senior !anage!ent of the co!pany shall recei)e or offer, directly
or indirectly, any gifts, donations, re!uneration, hospitality, illegal pay!ents and
co!para&le &enefits %hich are intended 3or percei)ed to &e intended to o&tain
&usiness 3or unco!petiti)e fa)ors or decisions for the conduct of the &usiness.
Accordingly, each director !ust ensure that dealings %ith third parties %ith %ho! the
co!pany does &usiness are concluded on ter!s that %ould generally &e a)aila&le to
persons %ithout the status of director or directors fa!ily !e!&ers. o!inal gifts of
co!!e!orati)e nature, for special e)ents !ay &e accepted and reported to the Board.
Prote
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!or#or"te O##ort$*+t+es
*irectors !ust not ta$e for their o%n personal &enefit, or that of any !e!&er of their
i!!ediate fa!ily, any opportunity that are disco)ered through the use of the
co!panys property, infor!ation or position unless the opportunity is disclosed fully
in %riting to the co!panys &oard of directors and the &oard of directors declines to
pursue such opportunity.
Per+o+< Re?+e
5nce e)ery year or upon re)ision of this code, e)ery director !ust ac$no%ledge and
e'ecute an understanding of the code and an agree!ent to co!ply. e% directors %ill
sign the %ritten ac$no%ledge!ent at the ti!e ser)ice &egins.
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M+lesto*es
:H: MI-1 Electronics P)t. 4td. %as esta&lished
:H9 1T production started at and Bha)an, Mu!&ai:H2 Technical colla&oration %ith 61, 6apan for 1T
:H8 Esta&lished in
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4aunched Jully Auto!atic front loading Cashing Machines
A MI-1 product is getting sold e)ery 9O seconds
5perations started in -ussia
977K 4aunch of the 5'ygen Series 1T
1rossed Sale of 987,777 1Ts in 5cto&er !onth
4aunch of Micro%a)e 5%ens
Mr.Gulu Mirchandani, 1M* a%arded Man of Electronics for the year &y
1ETMA
977< 7H Achie)ed :.97 !illion 1T sales
97:7 4aunch of P5IS5 range of 1Ts
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M"*",eme*t
Mr. Gulu Mirchandani 31hair!an ? Managing *irector
Mr. ijay Mansu$hani 3Managing *irector
Mr. G. Sundar 31hief E'ecuti)e 5fficer
Mr. Satrajit -ay 31hief Jinancial 5fficerMr. S. -a)ishan$ar 31hief Technology 5fficer < Audio isual
Mr. 1. - Talati 3ice President Q 5perations
Mr. Niriti Sen 3ice President < +u!an -esources
Mr. Srira! Nrishna!urthy 3ice President < Mar$eting, Sales ? Ser)ice
http://openwin%281%29/http://openwin%282%29/http://openwin%283%29/http://openwin%281%29/http://openwin%282%29/http://openwin%283%29/ -
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Pro$
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Proe
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OBE!TIE
OF T(E
STUDY
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OBE!TIE OF T(E STUDY
The research project is !ainly di)ided into t%o parts first one is study a&out 5I*A
co!pany profile and the second is %hat the &rand pro!otion in 5I*A.
The su&jects under these t%o parts are
General study 5I*A
a. To study a&out 5I*A co!pany profile.
&. To study a&out ad)ertise!ent of 5I*A
%hat are the preferences of &uyer
a. A sur)ey on consu!er a%areness a&out &rand 5I*A..
&. analy#ing the data on the &asis of sur)ey findings
The study %ill end %ith a conclusion gi)ing a reflection of %hole project and
reco!!endations on the &asis of data findings.
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BRAND PROMOTION
IN
ONIDA
C
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T-e est 5+?e 5l"t !RTs to ,o 5or t-+s 5est+?e se"so*
O*+" &9 Po+so* T-e"tre
5nida>s 9Hs pride. It co!es %ith :7 spea$ers
and a surround sound syste!. It has 977 channels %ith features li$e auto off, auto sound
le)eler and on screen display. It is co!pati&le %ith ga!es and ** players. The
highlight feature of this flat 1-T though is the pair of satellite spea$ers &undled %ith the
T to offer added punch to the audio. They also gi)e the T a classy loo$
.
http://compareindia.in.com/productdetails.php?id=9205http://compareindia.in.com/media/images/2007/nov/img_30023_onida_poison_theatre.jpghttp://compareindia.in.com/productdetails.php?id=9205 -
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4oo$ Chos 1alling
5nida. The na!e you)e proudly &rought ho!e as a leading &rand of consu!er
electronics and ho!e appliances.
5nly no%, its so!e thing ne%.
5I*A M5BI4E P+5ES.
Cith 5nida you $no% you can rest assured. A&out uality %ith a distinct edge. A&out
i!pecca&le trust and cutting
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5nida is in the process of car)ing out a place for itself, right in the parallel lane %ith the
international &iggies pouring their electronic gadgets fro! the Jar East. Chate)er the
genre, 5nida is not far &ehind. This ti!e %e are spotlighting a trendy loo$ing **
player of theirs, called The Ato!. The !odel is +*-s not yet released@ &ut %e ha)e their de!o !odel to
chec$, so let>s see %hat this ne% player can do in ter!s of perfor!ance.
Des+,*
There is credit to &e gi)en for aesthetic inno)ation, as this unit is definitely a loo$er. Cith
an uncon)entional shape for a ** player, it co!prises fluid cur)ed edges and surfaces
)aguely rese!&ling a suare %hen )ie%ed fro! the top, &ut rounded edges and surfaces
!a$e up the deal. It is not slee$@ in fact it has considera&le thic$ness or depth.
The finish all around is a glossy &lac$ piano finish, %ith an 5nida logo printed on the left
&otto! corner of the top panel, along %ith *ol&y and *TS logos. Sea!lessness is the $ey
here, %ith the top panel &uttons &eing touch sensiti)e, flush !ounted into the surface )ery
%ell, entirely flat and s!ooth. The sy!&ols of Fstop>, Fplay> etc. is printed on, %hich
http://tech2.in.com/india/reviews/home/onida-hdr5522-quotthe-atomquot-dvd-player/72762/0http://tech2.in.com/india/reviews/home/onida-hdr5522-quotthe-atomquot-dvd-player/72762/0http://tech2.in.com/media/images/2009/Jun/img_151642_onida_hdr5522_atom_1.jpghttp://tech2.in.com/india/reviews/home/onida-hdr5522-quotthe-atomquot-dvd-player/72762/0http://tech2.in.com/india/reviews/home/onida-hdr5522-quotthe-atomquot-dvd-player/72762/0 -
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loo$s real good, &ut !ight &e a pro&le! in a dar$ en)iron!ent as the re!ote also does
not glo%. The re!ote is a sli! &lac$ one, a si!ple piece %ell laid out %ith si!ilar si#ed
round &uttons, so!e of the! &lue %hile the rest &lac$.
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The &uild uality is not as good as the loo$s, &ut not so %ea$. 0es, the tray is one of those
thin ones, %hich can &end. Still, if handled %ith care %e can get &y, I presu!e. The
%eight is light, no real hea)y electronics inside, &ut this is a good thing for porta&ility.
Fe"t$res "* s#e
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T A*S
As
1hec$ out the latest T co!!ercials fro! 5nida. 6ust clic$ on any of the co!!ercials
&elo%, that you %ant to see. 0ou can also for%ard this page to your friends, so they can
)ie% the! as %ell.
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RESEAR!(
MET(ODOOGY
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RESEAR!( MET(ODOOGY
-esearch !ethodology is considered as the ner)e of the project. Cithout a proper %ells %e&sites etc, ne%spaper articles etc.
SAMPING
Sa!pling refers to the !ethod of selecting a sa!ple fro! a gi)en uni)erse %ith a )ie% to
dra% conclusions a&out that uni)erse. A sa!ple is a representati)e of the uni)erse
selected for study.
SAMPE SI2E
The sa!ple si#e for the sur)ey conducted %as &0 res#o*e*ts. This sa!ple si#e %as
ta$en on H8 confidence le)el and L significant le)el.
SAMPING TE!(NIUE
R"*om s"m#l+*, te$e%as used in the sur)ey conducted
$est+o**"+res:
This is the !ost popular tool for the data collection. A uestionnaire contains uestion
that the researcher %ishes to as$ his respondents %hich is al%ays guided &y the o&jecti)e
of the sur)ey.
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P+e
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MAR)ETING
OF
ONIDA
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MAR)ETING OF ONIDA
Br"* U#"te : O*+"
5nida has )entured into !o&ile phones. The &rand has launched the phones in the price
range of -s :877
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I feel that the &rand has ju!ped into this category too early. The &rand although enjoys a
good euity has not &een nurtured in the past couple of years. So %ithout nurturing the
core &rand, any e'tension is going to ha)e a negati)e i!pact . 5n the other side, the
e'tension can also &ring freshness to the core &rand . 5nida !ay &e hoping that the
e'tension can reju)enate the &rand.
But the issue is that !o&ile phone !ar$et is a highly co!petiti)e !ar$et %ith o$ia
ruling the ga!e. Al!ost all consu!er dura&le !ajors ha)e their line of !o&ile phones
and al!ost all cele&rities are &oo$ed &y different &rands. The latest &eing Sa!sung
endorsed &y Aa!ir Nhan.
+ence to get eye&alls in this category reuires hell lot of in)est!ent. And I &et 5nida
!ay ha)e to co!pro!ise on other categories if they %ant to seriously enter the !o&ile
seg!ent. The &rand !ay &e hoping that the noise !ade in this seg!ent %ill also ha)e an
effect in other categories also.
Second is the huge in)est!ent needed in product de)elop!ent. The !odels in this
seg!ent has a shorter product lifecycle and Indian consu!ers are no% learning the ha&it
of changing !o&iles e)ery year. Again !ore !oney to &e spent on -?* and less !oney
on &rand &uilding .
T-e ONIDA De?+l Ret$r*s
The caselet ela&orates on the efforts ta$en &y Mirc Electronics to pro!ote its tele)ision
&rand 5nida. The caselet descri&es ho% the &rand !ascot < FThe 5nida *e)il, helped
Mirc Electronics gain &rand a%areness for its tele)isions in the early years. The caselet
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then e'a!ines the !ar$eting co!!unications strategies of the co!pany in the late :HH7s
after the co!pany a&andoned its popular &rand !ascot. Jinally, the caselet pro)ides
details of ho% the co!pany again re %ith the o&jecti)e to
further &rea$ a%ay fro! the clutter and &uild up &rand recall for its tele)ision &rand.
Iss$es:
Brand !ascot and its role in &rand !anage!ent
(se of ad)ertising appeals in !ar$eting co!!unications ca!paigns
Pro!otion of consu!er electronics &rands in India
I!portance of focus group study in !ar$eting co!!unications
I*tro$s En)y 5%ners Pride". In the :H7s %hen o%ning a
tele)ision set %as considered a lu'ury, 5nida launched its ad)ertising ca!paign on the
platfor! of en)y, to pro!ote its tele)ision range.
A green
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$est+o*s 5or D+s
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ONIDA !"*/%Gett+*, t-e M"r;et+*, M+ 8ro*,
5nidas !ar$et share in the 1olor Tele)ision 31T !ar$et %ent up fro! H.8 in :HHOs unified &rand
!essage Q othing &ut the truth". The T1 sho%s t%o friends %ho let their friend>s
&uying ha&its influence their choice of products. The de)il gradually !a$es the! realise
that they ha)e to thin$ %hat>s &est for the! and not &e influenced &y others> choices.
The creati)e group &ehind this ne% T1 is -ahul 6auhari, Group 1reati)e *irector,
-ediffusion *0?-, NS 1ha$ra)arthy, ational 1reati)e *irector, -ediffusion *0?-,
&esides *esai.
Shar!a further said, 5ur ne% T1 attac$s the !u!&o."
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DATA ANAYSIS
AND
INTERPRETATION
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DATA ANAYSIS AND INTERPRETATION
1o!plete results 39K7 respondents total
:. I feel &rands should engage %ith their custo!ers &y 5I*A
Strongly Agree HO K7.K9
Agree :: KH.:O
*isagree :H O.H9
Strongly *isagree L 9.87
9. I ha)e a !uch &etter i!pression 5I*A custo!er ser)ice
Strongly Agree O 2L.98
Agree :7O KK.8
*isagree K: :O.7
Strongly *isagree 8 9.7
2. I a! interested in recei)ing special offers and coupons fro! 5I*A
Strongly Agree 2L :8.77
Agree HL K7.77
*isagree O7 9H.:O
Strongly *isagree 2 :8.2
K. If a co!pany uses ne% technology , it %ould affect !y o)erall perception of
their &rand
Strongly Agree :9: 87.K9
Agree H: 2O.H9
*isagree 9O ::.98
Strongly *isagree : 7.K9
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8. I %ould reco!!end a co!panys product or ser)ice &ased on their uality
Strongly Agree K7 :L.LO
Agree :7K K2.22
*isagree 2 2K.8
Strongly *isagree :2 8.K9
L. I %ould &e !ore %illing to purchase a product fro! a co!pany
Strongly Agree 8K 99.87
Agree :28 8L.98
*isagree K8 :.O8
Strongly *isagree L 9.87
O. +o% !any products of 5I*A do you ha)e
5ne 9H :9.7
T%o 2K :K.:O
Three :7: K9.7
More KL :H.:O
one 27 :9.87
. +o% you $no% a&out 5I*Ae%s paper :H O.H9
-adio L8 9O.7
T ads K2 :O.H9
Jriends L8 9O.7
Sales !an or distri&utor K 97.77
H. Chat is your age range
V: 8 9.7
:H
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:7. Chat is your gender
Je!ale H8 2H.8
Male :K8 L7.K9
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GRAP(I!A INTERPRETATION
D: I feel &rands should engage %ith their custo!ers &y 5I*A
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D9. I feel &rands should engage %ith their custo!ers &y 5I*A
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D2. I a! interested in recei)ing special offers and coupons fro! 5I*A
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DK. If a co!pany uses ne% technology, it %ould affect !y o)erall perception of their
&rand
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D8. I %ould reco!!end a co!panys product or ser)ice &ased on their uality
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DL. I %ould &e !ore %illing to purchase a product fro! a co!pany
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DO. +o% !any products of 5I*A do you ha)e
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D. +o% you $no% a&out 5I*A
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D H. Chat is your age range
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D:7. Chat is your gender
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S8OT ANAYSIS
S8OT ANAYSIS
STRENGT(
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*ealer friendly i.e., pro)ides the dealer largest credit period and pro)ides the!
&etter !argin and incenti)es.
ery good uality of product
1o!pany pro)ides )ery %ell after sale ser)ices and also ha)e good ser)ice center
at )arious places.
E'iting offers during festi)e season.
I!ple!ent good co!petiti)e strategies.
8EA)NESSES
4ess ad)ertise!ent i.e. e'posure or $no%ledge %hich the consu!er should ha)e
the 5nida &rand is not good &ecause of lesser ad)ertise!ent.
Targeting upper inco!e group consu!er and does not target !iddle inco!e group
people.
Poor !anage!ent in so!e areas i.e. ser)ice personnel %ere not a)aila&le at the
ti!e %hen their need is reuired.
MAR)ETING OPPORTUNITIES
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5nida should try to concentrate !ore on the tele)ision seg!ent %here its !ain
co!petitor is 4.G and ideocon is at the top position in case of tele)ision !ar$et
share &y this and should capture !ore !ar$et share &y this %ay.
5nida should try to cash its o%n distri&ution strength and relationship &y !a$ing
the! store and sell only their &rand. 5nida should pay !ore attention to dealer grie)ance &ecause they are the real
strength and they can help the co!pany increasing their !ar$et share.
5nida has target the upper inco!e group le)el &ut in order to increase its !ar$et
share, they should target or concentrate on !iddle seg!ent.
5nida, as in losing its &rand i!age &ecause of lesser ad)ertise!ent. So it should
concentrate !ore on doing influence ad)ertise!ent and re!inder ad)ertise!ent
through %hich they should enhance their custo!er to &uy their &rand.
5ndia has to go in for product differentiation. 5nida has lost a !ar$eting
opportunity &ut it should no% try to %rest it &ac$.
Most of the custo!ers are not a%are of the product range of 5nida. So they
should pu&lici#e their product and !a$e the custo!er a%are of.
MAR)ETING T(REATS
After Glo&ali#ation, the &iggest threat is fro! the foreign co!panies. If they are
allo%ed to co!e in, they %ill &eco!e hyper
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*ealers of so!e cities are selling T. and +o!e theatre of other co!panies li$e
Sony and 4.G &esides selling that of 5nida, as the other co!panies gi)e dealers
!ore !argin and today>s dealers %or$ or sell the product of that co!pany %ho
pro)ide the! greater !argin. So 5nida should try to see into the !atter &y not
allo%ing its dealers to sell any other &rand of T. ? +o!e theatre &y gi)ing the!!ore !argin ? incenti)es.
RE!OMMENDATION
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RE!OMMENDATION
The co!pany should reposition 5nida products through effecti)e &rand
pro!otion strategies so that they can increase the !ar$et share &y inno)ating
so!e ne% features in their products.
Ad)ertise!ent in tele)ision 3star plus, #ee, **s satisfaction, co!pany should periodically hold dealers !eet,
%here it should in)ite group of 97
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5nida should also introduce dealer incenti)e sche!es to gi)e dealers an added
ad)antage of getting high return on their in)est!ents.
5nida can also ta$e a leap &y pro)iding after sale ser)ice to its custo!ers )ia
dealers or ha)ing ser)ice centers at )arious places. *ealers should &e gi)en
incenti)es for pro)iding after sale ser)ice, this can increase the le)el of
satisfaction.
*ealer should &e gi)en a larger credit period.
!ON!USION
AND
SUGESSTION
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!ON!USIONThis research is a diagnostic study related to t%o !ain o&jecti)e i.e.
General study 5I*A
a. To study a&out 5I*A co!pany profile.
&. To study a&out ad)ertise!ent of 5I*A
%hat are the preferences of &uyer
a. A sur)ey on consu!er a%areness a&out &rand 5I*A..
&. analy#ing the data on the &asis of sur)ey findings
As topic is &rand pro!otion in 5nida and %e discuss already that ho% 5nida pro!ote
their &rands through )arious ad)ertise!ent strategies &ut it is not %ell enough. Therefore
5nida should ad)ertise !ore in order to increase their sale and i!pro)e their i!age.
As in case of tele)ision, d)d and %ashing !achine ideocon and 4.G ha)e good
!ar$et share as co!pare to 5nida &ecause their !ain focus is to%ards !iddle
inco!e people, the population of this class is )ery high in India so their product
is also of less price and &etter uality, 5nida should also focus on !iddle inco!e
people and !a$e their product cheaper so that they can i!pro)e their !ar$et.
And if %e tal$ a&out ho!e theatre !usic syste! 5nida ha)e good !ar$et in India
&ut it is also lo%er than Sony %hich is &ig co!petitor of 5nida, Sony ha)e good
!ar$et share only &ecause of its good &rand i!age and good ad)ertise!ent
strategies. 5nida should also need so!e %or$ to i!pro)e its &rand i!age
ad)ertise!ent strategies.
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4ess ad)ertise!ent is a &ig %ea$ness of 5nida i.e. e'posure or $no%ledge %hich
the consu!er should ha)e regarding the 5nida &rand is not good &ecause of
lesser ad)ertise!ent.
As li$e Shahru$h Nhan, +rithi$ -oshan, A!ir Nhan are popular cele&rities and
are the &rand a!&assador of ideocon, Sony, Sa!sung. So 5nida should also
!a$e the popular cele&rity as their &rand a!&assador %ho is li$ed &y e)eryone.
4arge nu!&er of factors influence &uying &eha)ior li$e a fe% custo!ers &uy it
for the sha$e of so!e differentiation, &etter uality, )alue of !oney it pro)ides,
aggressi)e nature of the co!pany due to %hich it &uys the product, product
range, after sale ser)ice it pro)ides etc. So 5nida should focus on all these things
and !a$e their ne% strategies to pro!ote their product %hich i!pro)e their
!ar$et.
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ANNEURE
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UESTIONNAIRE
1usto!er detail
a!eXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
AddressXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
1ontactXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
Please tic$ the !ost appropriate one
:. I feel &rands should engage %ith their custo!ers &y 5I*AStrongly Agree
Agree
*isagree
Strongly *isagree
9. I ha)e a !uch &etter i!pression 5I*A custo!er ser)ice
Strongly Agree
Agree
*isagree
Strongly *isagree
2. I a! interested in recei)ing special offers and coupons fro! 5I*A
Strongly Agree
Agree
*isagree
Strongly *isagree
K. If a co!pany uses ne% technology , it %ould affect !y o)erall perception of
their &rand
Strongly Agree
Agree
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*isagree
Strongly *isagree
8. I %ould reco!!end a co!panys product or ser)ice &ased on their uality
Strongly AgreeAgree
*isagree
Strongly *isagree
L. I %ould &e !ore %illing to purchase a product fro! a co!pany
Strongly Agree
Agree
*isagreeStrongly *isagree
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O. +o% !any products of 5I*A do you ha)e
5ne
T%o
ThreeMore
one
. +o% you $no% a&out 5I*A
e%s paper
-adio
T ads
JriendsSales !an or distri&utor
H.Chat is your age range
V:
:H
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:7. Chat is your gender
Je!ale
Male
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BIBIOGRAP(Y
Boo;s
1. Mar$eting !anage!ent analysis, planning, i!ple!entation, and control /
P-+l+# )otler % B$s+*ess @ E