media planning.pptx

8/7/2019 Media Planning.pptx

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Rustomjee Business School

Bipin Patel 06

Nilesh Singh 07

Vir Gohil 08

Vidhi Shah 16

Chirag Panchal 22

PRESENTED BY :


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Introduction

Onidas market share in the Color Television (CTV) market went up from

9.5% in 1997-98 to 11.7% in 1999. (In 2000, Onida's market share was

13%).

However, almost 45% of its sales had came from the 21-inch segment.

Onida therefore decided to increase its market share across all categories.

Onida, which was better known as a '21-inch television company,' wanted

to rejuvenate the brand by entering the 14 inch and 20 inch segments.

In May 1999, Onida came out with a unique product, a 14 inch CTV set

nicknamed Candy.


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Introduction

Onida took over Indian electronics world in Nineties

purely with their advertising genius and the catchy

caption "Neighbour's envy, Owner Pride.

Neighbours Envy, Owners Pride campaign ran for

more than two decades consecutively, making it one

of the most talked-about in Indian advertising history.

In 1998, Onida withdrew the mascot The explanation given in 1998 was that Indian

consumers no longer find Devil, who symbolizes Envy, relevant.

But ever since it changed the tagline and mascot, Onida never found a powerful

positioning .

After six years of drifting around, Onida brought back the Devil with much fanfare in

2004.


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Marketing problem and not a Branding problem

Fear from competition

Onida failed because its product failed

Tarnished the brand to create a new identity

Overdependence on single product

Keeping it simple with advertisement

The FALL....

ONIDA became successful because the devil was backed byproduct that really created envy in others, but now theres nothing to

envy about Onida.


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Frequent change in Advertising:-

- Moved from one marketing agency to another (Rediffusion to McCannn Erickson)

- New avatar and new tagline Nothing but the truth

- One More It can change your life

- The last one Experience the desire- Change in positioning strategy

Internal management problem:-

- Fight over the control of Onida group (Gulu & Sonu Mirchandani and Vijay Mansuk)

- consequence on brand equity and marketing of Onida

- Staging the recovery after the re-launch of the brand

Aging Customer base:-

- Customer have grown older with times

- Brand has failed to connect itself with current generation

Dilution of ONIDAs brand equity


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Middle class family

Not targeting on users of competitors brand

No focus on increasing the market share

Target

Audience

Big fish in a small pond

Targeted some specific region

Market

Prioritization

Relying only on conventional media

No BIG names for TV advertisements

Media

Weight

BAD Media Planning


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CONT.

Focused only towards TV advertisement

Newspaper & HoardingsMedia Mix

Ads during prime time soaps

Less frequencyScheduling


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Better positioning: Onida should stick with a uniform positioning strategy rather

than changing it with time as they did.

Celebrity Endorsement: The Company should go for a better adverting. The

company can rope in a celebrity to endorse its brand. This way the brand can bebenefited from celebrities brand equity.

Regain Visibility: The Company has lost its place in the minds of customers. Also,

the loyal customers of Onida have grown older. To regain old customers and to

regain visibility, Association with events can help.

Line Extension: The Company should go for line extension in value segment so as

to target more customers These products will target the young and first time

buyers. These buyers will have an emotional attachment with the brand and as

they graduate to the high end segment, Onida can target them with its high end

products.

What should ONIDA do?


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THANK YOU

media planning.pptx

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