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PROJECT REPORT

ON“BRAND PREFERENCE OF

ONIDA COLOUR TV IN COASTAL

ORISSAProject report submitted in partial fulfillment of

the requirement for the degree of B. Com

SESSION 2007-2008

Under the Guidance of

Dr N. Dhal

Submitted by:-(Department of Commerce)

Mohammed. ImdadF.M (AUTO) COLLAGE

Roll no-05c52064



BALASORE

Marketing-(H)

B.com final year

SUBMITTED BY:- MAHAMMED IMDAD

ROLL NO-05C52064

MARKETING-(H)

B.COMFINAL YEAR

DECLARATION

I do Mr .MAHAMMED IMDAD hereby declare that

the project work entitled “BRAND PREFERENCE OF ONIDA

COLOUR TV IN COASTAL ORISSA” submitted by me for

partial fulfillment of the requirement for the award

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of, is my own effort and has not been submitted

earlier for the award of any degree in full or partial.

Place: BALASOREDate:MOHAMMED IMMAD

ROLL NO-05C52064

MARKETING-(H)

ACKNOWLEDGEMENT

On the eve of completion of this project work Ibow my head in front of the almighty and offer myprayers for his blessings that are enabled me tocomplete this project.

3



It is my proud privilege to expressmy deep gratitude to DR. N. DHAL for his unstintedsupport, constant guidance, inspiration,encouragement and profound personalinvolvement at every stage of this project.

I express my sincere thanks to all theDealers and customers of ONIDA who have providedme with valuable information towards thecompletion of this project and part of their precioustime they spent for me.

Last but not the least, I express myindebtedness for all those who have directly orindirectly influenced in completing this project.

Place: BALASOREMOHAMMED IMDAD

Date: ROLLNO-05C52064

MARKETING-(H)

B. COMFINAL YEAR

4



CERTIFICATE

This is to certify that Mr. MOHAMMED IMDAD a

bonafide student of has completed this project

report on “BRAND PREFERENCE AND MARKET POSITON OF ONIDA

COLOUR TV” is a part of the course curriculum of

under my supervision and Guidance.

Dr N. DHAL

(DEPARTMENT OF COMMERCE)

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CONTENTSCHAPTER

1-About the Topics

1.1 Introduction

1.2 Objective of the study

1.3 Scope of the study

1.4 Methodology

1.5 Limitations of the study

2. CONCEPTUAL & THEORY

3. Company Profile

2.1 Company Histroy,Vision,Mission

2.2 Product Profile

4. Data Analysis and Interpretation

5. Findings and Suggestions

Conclusion & Bibliography

6



CHAPTER-1

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Introduction:

The Marketing environment is changing at an accelerating rate; today is not

like yesterday, and tomorrow will be different from today. Continuing today’s strategy

is risky, so is turning to a new strategy. Leaders who must plot the future of their

companies are challenged to find a path that makes sense. The noteworthy changes

taking place in the market scenario are:

1. From local to national to global marketing-Companies are expanding

their geographical coverage with leaps and bounds.

2. From buyers needs to buyers wants-As incomes are improving, buyers

are becoming more selective in their choice of goods.

3. From price to non-price competition-with many players in a particular

category, marketers are increasing the use of branding, product

differentiation, advertising and sales promotion.

Numerous other changes are adding to the turbulence in the marketing

environment. Success in such a dynamic environment will therefore depend upon

meticulous planning backed by real-time market information. Market information

ranges as far and wide as the changes and factors that directly or indirectly affects

the marketing process. Market research is the best way of collecting Market

Information.

Marketing research is a key to the evolution of successful marketing strategies

and programmes. It is important tool to study buyer behaviour changes in

consumer life-styles and consumption patterns, brand loyalty and also, forecast

market changes. Research is also used to study competition and analyze the

competitor product’s positioning and how to gain competitive advantage.

Recently, Marketing Research is being used to help create and enhance brand

equity. This is a new role and decidedly different from the conventional one where

it is used for just studying buyer behaviour or for conducting feasibility studies,

etc. In fact, because of this conventional role, marketing research until the mid-

1980s, was considered a luxury, which only multinational like Lever and Procter

& Gamble and their like could effort. However it is not so now. This is because

competition in all sectors has increased manifold after 1985 especially after 1991.

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Following liberalization and decontrol, most firms today find that the government

no more takes strategy decision for them. Rather, the arena has now shifted to their

boardroom, and they don’t have the answer to several questions. More specifically,

they don’t have the answer to one single question: “How to gain and retain

competitive advantage?” This is where marketing research plays an important role.

Realizing the contribution that marketing research makes, more and more

companies are now turning towards it.

-------******------

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Objective of the Study:

The objective of the study comprises of both primary and secondary objectives. They

are depicted as below:-

Primary Objective

The primary objective of the study is to find out the Consumers satisfaction

level of ONIDA colour TV compared to it’s competitors and to know the brand

preference of ONIDA colour TV in the Orissa market and suggest ways in case of

findings any difficulties inherent in the present system of ONIDA colour TV

Secondary Objective

Apart from the primary objective, there are a host of other areas too that were

considered as the secondary objectives.They are as follows:-

To find out the preference of the consumers towards ONIDA color TV with

comparison to its competitors.

To know the factors that mostly influence the brand awareness for ONIDA

colour TV compared to its competitors also the reverse.

To know the attitude of the dealers of ONIDA colour TV.

To measure the brand awareness and the market position of ONIDA colour

TV in the Orissa market

To know about the factors which influence the brand preference of ONIDA

color TV

To get the customer’s feedback for further improvement of ONIDA color TV.

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Scope of the Study

The study has touched each and every fact of coastal Orissa market with reference

to the color TV industry. The study can be seen as a tool for understanding the

attitudes of the dealers and consumers towards ONIDA color TV and in other hand

help can be taken for future expansion.

1.4 Methodology

Marketing Research is the only weapon in the hands of Marketing

Professionals to exist on this era of cutthroat competition. A marketing research

provides vital information about the dealers, consumers and their attitude in the market

place.

A. Research Design:

As the present study is based on the color TV market in Orissa, it is difficult to

reach each and every customer, dealer and retailers in the market. So the research

is empirical in nature. For this reasons a sample size of 50 Dealers, 676customers

have been taken to forecast the required information for the present and the future.

B. Data Collection Method

For collection of data two types of sources has been used.

1) Method of Primary Data: To obtain data directly from the market of

BALASORE the following methods has been used.

i) Survey by questionnaire method

ii) Survey by interview method

iii) Survey by Telephonic Interview method.

In the questionnaire survey method, all the questions included are of close-ended

questions with multiple-choice answers. The questionnaires were administered

keeping in the mind the specific objectives of the study.

In Survey by Interview method, the data collected were by means of a

schedule, which was administered to the respondent by means of face-to-face

interview. In the survey the consumers, the dealers are questioned.

In the survey by Telephonic Interview method, At last to some of the dealers

and consumers some cross questions were asked by the telephone, to extract the right

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data from them regarding the product they are currently or in past using, the company

and so on.

2) Method of collecting Secondary Data:

For the collection of secondary data, help of some magazines, textbooks, and theInternet site were used.

The product Information sheet, and other required data sheets from the company were

used

C. Statistical Tools Used:

For data Analysis and Interpretation, statistical tools like average and percentage

were used. And to present them Graphs (Pie and Bar) were used.

Limitations of the StudySome of the limitations of the study are presented below:

1.The study would have been made more elaborately if adequate resources were at

disposal.

2. As some of the shopkeepers are rude in nature it is not possible to extract the

required information from them.

3. Due to shortage of time it is not possible to reach each and every dealer of color

TV industry.

4. As it is a live project, the information extracted is variable in nature. Hence the

project can be used for a limited period.

5. Some of the data are secondary in nature; hence reliability on them is not

fruitful.

6. Some of the quantitative data are approximate in nature.

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CHAPTER-II

Company History

Onida was started by Mr.G.L.Mirchandani and Mr. Vijay Mansukhani in 1981 inMumbai. In 1982, Onida started assembling television sets at their factory inAndheri, Mumbai. Superior products and the combination of a distinctive voice, acutting-edge advertising strategy, and purposeful marketing ensured that Onidabecame a household name. Over the years, Onida has strengthened its reputationfor the intelligent and pioneering application of technologies

Onida Today

Onida today enjoys a strong equity among consumers making it one of the

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ONIDA



leading brands in India. Our constant endeavor to introduce products of substancethat offer the very best in technology and the finest design have made Onida aleading player in the electronics and entertainment business today.

Onida has recently made a foray in other household appliances including air-conditioners, washing machines, DVDs, Plasma & LCD televisions and home

theatre systems.

For offices, Onida has also introduced state-of-the-art multi-media presentationproducts.

The Network

Onida has a network of 33 branch offices, 208 Customer Relation Centers and 41depots spread across India. MIRC Electronics shares are listed on the National andMumbai Stock Exchanges. The company enjoyed a market capitalization of Rs.301.46 Cr. as on 31st March 2005.

The transition of Onida from a family-owned business to a professionally managedcompany has largely been made possible by the vision of the Chairman & Managing Director, Mr.G.L.Mirchandani.Board of Directors:

Mr. G.L.Mirchandani, Chairman cum Managing director ,MIRC Electronics Mr. Vijay Mansukhani, Member & Co-promoter Mr. Manoj Maheswari, Member Mr. Harsha Mariwala, Member Mr. Vimal Bhandari, Member Mr. Ranjan Kapoor, Member

Vision and Mission

Vision To build a brand around substance. To communicate simple truths that customers

understand. To become a leader in our chosen field and become a globally recognized,

prestigious company through synergistic business investment, differentiation through

innovation, passion through empowerment, cost through economies of scale and world

class systems and procedures that bring in delight of stakeholders.

Mission

To benefit society at large through Innovation, Quality, Productivity, Human

Development and Growth, and to generate sustained surpluses, always striving for

excellence, within the framework of law, and in nothing but the truth in which we base

every action.

Corporate Philosophy

Commitment to society/nation

We respect the society and the environment to which we belong and will contribute toits progress and welfare.

Passion for quality

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Strive to create products with substance, that are the best in class. Never compromiseon quality. Give our customer better value-for-money, always. Fairness

We stand for truth, fairness and justice in all our business and individual dealing -without this spirit, no man can win respect no matter how capable he may be.

People - our greatest assets

We value good people. It is our responsibility to create actively and constantly anenvironment that supports them to grow and flourish.

Harmony and co-operation

Alone we are weak. Together we are strong. Work together as a family in mutual trustand responsibility.

Courtesan Humility

Respect the right of others. Be cordial, modest and humble. Praise and encourage

freely.

Strive for continuous improvement (KAIZEN)

Seek and find in every action a way to do things better, always better.

GrowthGrowth is vital. Increasingly seek out ways and means to constantly move forward.

Innovation

Progress by adjusting to ever-changing environment around us. As the world movesforward, we must keep-in-step.

Gratitude

Always repay the kindness of our customers, associates, community, nation andfriends worldwide with gratitude.MILESTONE: 1981 : MIRC Electronics Pvt. Ltd. was established1982 : CTV production started at Nand Bhavan, Mumbai1983 : Technical collaboration with JVC, Japan for CTV1985 : Established in-house R&D wing1987 : Moved to our own factory building "ONIDA HOUSE" Iwai, Speaker plantcommences its operation1990 : Tuner plant commences operation1991 : Akasaka, PCB plant commences its operation New CTV manufacturing plant atVasai commences1992 : Crossed 1 million CTV sales1994 : Moved to a fully automated Plant of 600K CTV per1995 : ISO 9001 certification obtained from BVQI1998 : Award for excellence in electronics by ministry of IT1999 : First in India to develop Internet enabled CTV2000 : Launched the KY Thunder, Profile Series2001 : AV Max award for best CTV., Launched Onida Black, flat CTV range, Multimediaprojectors launched ,Commenced project to expand CTV capacity to 1 million2002 : Completed plant expansion project to increase capacity from 600K CTVs to 1.2

million CTV's per year.: Launched 'KY Theatre' with circle surround sound, the first complete Home

Theatre package: Launch of 'Igo'- the economy brand

: Launched VCD player2003 : Launched world's first LCD remote 'i-Control': Launched Air-conditioners

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: Launched Rear Projection TV, Plasma TV & DVD Players: Launched Fully Automatic front loading Washing Machines: A MIRC product is getting sold every 27 seconds: Operations started in Russia

2004 : Launch of the 'Oxygen Series' CTV: Crossed Sale of 250,000 CTV's in October month

: Launch of Microwave Owens: Mr.Gulu Mirchandani, CMD awarded 'Man of Electronics for the year' by CETMA

2005 : Launch of 'POISON' range of CTV's

Quality Assurance

Superior quality is the cornerstone of every Onida product. Our rigorous practices andprocedures aim at maintaining the highest quality standards at all times. We believethat a satisfied Onida consumer is one who takes pride in ownership of our productsand always recommends Onida.

Quality PolicyThe company is committed to quality and strives for a continuous improvementthrough innovation and human development to give the customer better value formoney always.

All quality norms followed are continuously upgraded taking into account changingcustomer needs.

The TQM movement being practiced has enabled process innovation. Due emphasis isgiven to prevention driven activities through feedback obtained from all over.

Product reliability tests are performed with total compliance to international qualityassurance standards.

The above processes have lowered quality problems and helped improve customersatisfaction

ABOUT THE PRODUCTS:TELEVISION

MODELS:

29 POISON 3500- (MRP Rs 29990/-)

Special featuresComponent InputBottom Speaker SystemMulti lingual on-screen display – Hindi and EnglishCustom-built Designer Standi-Control LCD RemoteHeadphone

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Unique 3-colour toneDouble wave designSound3500 W PMPO5 Band Graphic EqualiserMulti Surround Sound

KY Hi-Fi SystemMusic CodeSSM – 5 modes

29 OXYGEN THUNDER :(MRP Rs.21,990/-)

FEATURES:

1200 watts PMPO

KY Bass Blaster

STEREO Playback

Multi Sorround sound

Modes

Bass, Treble,balance

Music Mode

Tilt Corrections

200 Channels

4 user logins

DVMC

Digital eye, Volume lock

NSTC play back

Child Safe

DVD component input

21 OXYGEN THUNDER (MRP Rs.14990/-)FEATURES:-

1200 watt PMPO

KY Bass Blaster

4 User logins

200 channels

Stereo Play Back

Multi Sorround Modes

Bass,Treble,Balance

Music mode

Digital Eye, Zap!

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21 OXYGEN 500FEATURES:

500 Watt PMPO

DVD Component In In-Built woofer

200 Channels 4 user favorite Digital eye Multi Surround Modes Music Mode KY Inside ZAP! / Timer return

21 OXYGEN 300 (MRP RS.10,990/-)FEATURES:

300 Watts PMPO DVD Component In

4 Speakers

200 Channels

4 User Favourites

Digital eye

Multi surround Modes

Child Safe

ZAP! / Timer return

15 OXYGEN ( MRP Rs.7200/-)

FEATURES:

200 Watts PMPO

DVD Component In

4 Speakers

200 Channels

4 User Favourites Digital eye


Child Safe

ZAP! / Timer return

20 OXYGEN (MRP Rs7690/-)

FEATURES:

200 Watts PMPO

DVD Component In

Automatic gain control

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Stereo Play back

Music Mode

Half mute

200 Channels

4 User Favourites

Digital eye


Child Safe

ZAP !

21BLACK 600 (MRP Rs.12990/-)

Features:- 600 Watt PMPO

External Woofer

DVD Component In 200 Channels Digital Eye Music mode 4 User favourites KY inside ZAP ! /Timer return

21 BLACK 300 (MRP Rs.9,990/-)FEATURES:

300 watt PMPO

200 channels

Surround Modes

Bass,Treble,Balance

Music mode

Digital Eye, Zap

Auto Volume Leveler

Component input & Two tone color

Child safe

21 BLACK 250 (MRP Rs. 9490/-)FEATURES:-

250 Watts PMPO

DVD Component In 4 user favourites

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200 Channels Channel Scheduler Digital Eye Music mode 4 User favourites KY inside

ZAP! /Timer return Child safe

21 black duo (MRP Rs.8, 990/-)Features:-

200 Watts PMPO

250 channels

Stereo Playback

4 user favourites Digital Eye

Music mode 4 User favourites

Games

Calendar ZAP! Child safe

29 KY THUNDER ( MRP Rs.18,990/-)

FEATURES:-

1200 Watts PMPO

KY Bass Blaster

6 speaker System

3 Band graphic equalizer

199 Programme selector

Diginet

Digital Eye Games

4 User Logins

21 KY THUNDER ( MRP Rs 11,990/-)FEATURES:

1200 Watts PMPO KY Bass Blaster

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Multiple surround sound



Component Video Input

Diginet

Digital Eye

Games

4 User Logins

14 XS DLX (MRP Rs.5, 590/-)FEATURES:-


60 PMPO

Music Mode

Zoom

Child Safe

Calender

Message

Games

Phone directory

4 User Logins

29 MARVEL (MRP Rs.16490/-)FEATURES:-

400 Watts PMPO

Multiple surround sound

Stereo Playback



Diginet

Digital Eye Games

20 MARVEL (MRP Rs7, 490/-)

FEATURES:

200 Watt PMPO

200 Programme Selector

Music mode

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Channel scheduler

Channel Delete

Diginet

Digital Eye

20 XS DLX (MRP Rs.6, 990/-)

Features:-


120 PMPO

Music Mode

Zap !

Child Safe

Calender

Message

Games Phone directory

4 User Logins

OTHER PRODUCTS-Poison LCD

Packed with features like advanced image scaling with automatic image optimisingsoftware, the stunning Onida `Poison LCD` is the future of televisions.

The `Poison LCD` offers durability, providing 60000 viewing hours and can beconnected to home theatre systems, giving a perfect acoustic experience.

What’s more, most models can be used both as a television as well as a HighDefinition Resolution computer monitor, transforming any room into a private

theatre or futuristic workstation.The various models available are 32 Poison LCD, 20 Poison LCD,26 Poison LCD & 40 Poison LCD.

Plasma Display Panels

The Plasma Display Panels from Onida will change the way people look atpictures, forever. Whether they see it in a hotel room, living room, mall or anypublic area, these slim wonders with Super Sharpened Enhanced Image (SSEI)clarity, will keep them glued to the screen. Needless to say, it will also have theattention of your audience, if you plan to use it as a large screen presentationdevice in conferences.The various models are 42 Poison Plasma, 50 Poison Plasma

DVD Players

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Often, due to bad handling, DVDs get scratched, leading to loss of audio and videoinformation.

But Onida’s in-built Superior Scratch Error Correction Technology with increasedintelligence for super accurate reading of scratched–discs restores and plays discwith ease.

With the Lens Mechanism and disc Reading Algorithm working in tandem, itensures continuous playback of scratched discs without long skips and mosaicpatterns.

The Onida DVD Players come with Progressive scan feature. The benefits of Progressive scan are flicker free images with high clarity as it scans 60 frames persecond as compared to normal scanning of 30 frames per second, So if yourdisplay supports progressive scan, the Onida DVD Players will help providesharper, clearer and flicker free image.

And there’s more You can directly connect separate channel outputs (front left

and right, rear left and right, centre and woofer) to the AV receiver for theultimate theatre surround experience while playing Dolby Digital discs.

So go ahead, get an Onida DVD Player and enjoy the uninterrupted show.The various models are DFX 8130,DFX 8300,DFX 8520,DFX 8080,DFX 7100.

ACs

Most ACs fail to deliver when needed the most - in the peak of summers. The newrange of Onida Flat ACs come with a highrated efficient rotary compressor thatenables them to offer powerful cooling even at higher temperatures. Coupled withlow maintenance, they are certainly the best in their category.

1)Power Trendy

High rated Rotary compressor for cooling under adverse conditions. Lowest energyconsumption for lower electricity bills. Triple point refrigerant injection for efficientcooling. Encased triple bend evaporator with hydrophillic fins.

2) Power FlatHigh rated Rotary compressor for cooling under adverse conditions. Lowest energyconsumption for lower electricity bills. Triple point refrigerant injection for efficientcooling. Double expansion for robust cooling. Turbo cool for faster cooling.

3) Deco GlassHigh rated Rotary compressor for cooling under adverse conditions. Lowest energyconsumption for lower electricity bills. Decorative Flat glass panel for enhancedaesthetics. Large condenser coil for greater cooling efficiency. Triple filtration processfor clean and fresh air.

4) Power GrillHigh rated Rotary compressor for cooling under adverse conditions. Lowest energyconsumption for lower electricity bills. Large condenser coil for greater coolingefficiency. Evaporator with hydrophilic fins to prevent corrosion. Triple filtrationprocess for clean and fresh air.

5) Power Trendy WindowHigh rated Rotary compressor for cooling under adverse conditions. Lowest energyconsumption for lower electricity bills. Turbo cool for faster cooling. Energy save modefor lower bills. Advanced full function display for superior aesthetics and independentoperation. LCD remote for ease of operation.

6) Cassette ACs28000 BTU scroll processor (The highest in its class). Largest outdoor condenser coil

for highest cooling efficiency. Highest energy efficiency for lower operational expenses.Quadra flow ( 4 way air flow ) for uniform air distribution. High suction drain pump for

23



ease of condensed water drainage. Corded & cordless remote control for ease of operation. Four point refrigerant injection for greater cooling efficiency. HP/LP switchprovided for compressor protection.

Washing Machines

Prior to the advent of washing machines and high-tech detergents, which promised torid clothes of every imaginable stain, there was water. It was the only resourceavailable and it did a great job with dirty laundry. It loosened dirt with its inherentliquid form. The sheer force of water would scare away even the toughest of stains.Water was the scrubbing, washing and rinsing agent. all rolled into one.

It is this enormous power and potential of water that Onida exploits with its washingmachines. All seven of its ultra models harness the power of water to give you theperfect wash. These machines have extremely powerful motors that increase waterturbulance. This forces out all the dirt while washing and all the soap while rinsing. Infact, the turbulence makes for a very thorough wash and reduces the amount of harmful detergents that have to be used normally. So what you`re left with areimpeccably clean clothes and the secrets of how to keep them that way.The various models available are: TUMBLE-50, HYDROSMART-70,HYDROFUZZY-70,HYDROFALL 65 HYDROFALL 70, HYDROPOWER 60, 6.5 Kg LILIPUT

Microwave Oven

Onida, a brand synonymous with cutting-edge technology, is an integral part of millions of households in India. Onida now extends its promise of high quality andtechnological expertise to the kitchen, with the launch of international-qualitymicrowave ovens. Onida microwave ovens are technologically better than your regularmicrowave oven, very easy to use and designed with just one thing in mind You. Tohelp you prepare the finest recipes, they come with a host of features.

The various models available are 25 CTS 12,25 CTS 22, 25 GIT 12, 21 GTP 13, 20 STP

21Presentation Products

Onida offers a wide range of stylishly crafted presentation devices, each of whichhas been customised to suit a particular type of application - be it for the home oroffice. Combining the finest in projection, magnification and visual displaytechnology, these systems ranging from portable multimedia projectors andcompact desktop visualisers to Plasma Display panels and giant video walls willensure that every screening or presentation will keep the audience engrossed.And leave them with memories of a superlative visual experience.

1) Multimedia Projectors

Onida is the only company in India which has the widest range of

projectors that use the most contemporary technologies.This is due to the co-branding arrangements with Infocus Corporation USA,world leaders in LCD & DLP projectors.

2) Plasma Display Panels

For highest levels of resolution, brightness and contrast, the PlasmaDisplays from Onida add that extra edge to business presentations.Distortion free, wide angle viewing can be enjoyed in office environmentsor can also be used for video conferencing and public displays as well. Notto mention home theatre applications.

3) Visual Presenters

For projecting 3D objects to printed matter, transparencies and 35 mmslides, the Visual Presenter is the most versatile presentation equipment to

have.

24



With connectivity to monitors as well as multimedia projectors, ideas andimages can be communicated on a large screen in a wide range of environments like class rooms, conference halls, image capturing andvideo conferencing.

CUSTOMER CARE :-

Onida has 184 customer relation centres all over India . It has 7 customer relationoffices in Orissa at Anugul, Balasore,Berhampur, BALASORE,,Cuttack,Jeypore,

Sampbal Pur, Puri, & Rourkela.Adonis Customer Relation CentreAdonis Electronics Pvt. Ltd. (Main Branch)10, Satya NagarBALASORE - 751 007Telephone- (0674) 2514 939 / 2506304 (Dir)

3099315 -

CHAPTER-III

BRIEF LITERATURE

SURVEY

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Literature StudyWhat is Marketing ?

Definitions of Marketing.

There are many definitions of marketing. The better definitions arefocused upon customer orientation and satisfaction of customer needs.

Marketing is the social process by which individuals and groupsobtain what they need and want through creating and exchanging

products and value with others - Kotler.

Marketing is the management process that identifies, anticipatesand satisfies customer requirements profitably - T he CharteredInstitute of Marketing.

The CIM definition (in common with Barwell's definition of the marketingconcept) looks not only at identifying customer needs, but also satisfyingthem (short-term) and anticipating them in the future (long-termretention).

The right product, in the right place, at the right time, at the right price - Adcocket al.

This is a snappy and realistic definition that uses McCarthy's Four Ps.

Marketing is essentially about marshalling the resources of anorganization so that they meet the changing needs of the customer onwhom the organization depends - P almer.

This is a more recent and very realistic definition that looks at matchingcapabilities with needs.

Marketing is the process whereby society, to supply its consumptionneeds, evolves distributive systems composed of participants, who,

interacting under constraints - technical (economic) and ethical (social) -

26



create the transactions or flows which resolve market separations and result in exchange and consumption.

Bartles.

The Philosophy Marketing and the Marketing Concept.

The marketing concept is a philosophy. It makes the customer, and thesatisfaction of his or her needs, the focal point of all business activities.It is driven by senior managers, passionate about delighting their customers.

Marketing is not only much broader than selling, it is not a specialized activity at all It encompasses the entire business. It is the wholebusiness seen from the point of view of the final result, that is, from the

customer's point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.

Drucker.

This customer focused philosophy is known as the 'marketing concept'.The marketing concept is a philosophy, not a system of marketing or anorganizational structure. It is founded on the belief that profitable salesand satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires.

Barwell

The achievement of corporate goals through meeting and exceeding customer needs better than the competition. Jobber. Implementation of the marketing concept [in the 1990's] requires attention to three basic elements of the marketing concept. These are: Customer orientation; Anorganization to implement a customer orientation; Long-range customer and societal welfare.

Now that we have been introduced to some definitions of marketing andthe marketing concept, remember the important elements contained asfollows:

1. Marketing focuses on the satisfaction of customer needs, wantsand requirements;

2. The philosophy of marketing needs to be owned by everyone fromwithin the organization;

3. Future needs have to be identified and anticipated;4. There is normally a focus upon profitability, especially in the

corporate sector. However, as public sector organizations and not

27



for-profit organizations adopt the concept of marketing, this neednot always be the case.

5. More recent definitions recognize the influence of marketing uponsociety.

Introduction to Market ResearchGood instincts and intuition certainly play important roles in business. But

gut feelings about your customers' needs and preferences aren’t enough.

If you want to minimize risk and improve your chances of success, you

need sound, objective data. That's where market research comes in.

Market research is the process of collecting and analyzing information

about the customers you want to reach, called your target market. This

information provides you with the business intelligence you need to make

informed decisions. Market research can help you create a business plan,

launch a new product or service, fine tune your existing products and

services, expand into new markets, develop an advertising campaign, set

prices or select a business location.

BRAND

A Brand is a name, symbol, term, sign or design or combination of all these. It

is given for identifying the goods and services of one seller or group of sellers and

differentiate them from their competitors. The distinctive skill of professional

marketers is their ability to create, protect, maintain and enhance the brands.

According to the Aakers, Branding is the art of cornerstone of marketing.

Brand identifies the seller or maker. It can be name, trade mark logo or other

symbols. Brand conveys essentially seller’s promises to deliver a specific set of

features benefits and services given to the customer. The best brand conveywarranty and quality. Besides these brand also signifies more other things as :

1. Attributes: A brand brings certain attributes to mind.

2. Benefits: Attribute must be translated into functional and emotional benefits

3. Values: The brands also say something’s about the producer values.

4. Culture: It may represent certain culture.

5. Personality: A brand can project a certain personality.

6. User : The brand suggest the kind of consumers to buy or uses the product.

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Brand Equity:

Brand varies in the amount of power and value in the market place. Most of the

buyers are known about brands. While there are brands for which buyers have a

high degree of brand awareness. Beyond this there are with a high degree of brand

acceptability. After it there are brand which enjoys high degree of brand

preference. At the end there are brands which command high degree brand loyalty.

According to Aaker customer attitude can be distinguished into five categories

towards his or her brand form lowest to highest.

1. Customer will change brand especially for price reasons. No brand loyalty.

2. Customer is satisfied. No reason to change the brand.

3. Customer is satisfied and would incur costs by changing brands

4. Customer values the brand and sees it as a friend.

Brand Awareness DefinedThe act of creating public awareness of a specific brand in order to maximize its

recognition, successful brand awareness strategies should define a company's

uniqueness and set it apart from competitors. Quite simply, if potential customers do

not know about a company, they will not purchase from it. Therefore, one of the preeminent goals of any business should be to build brand awareness, albeit in as cost-

effective manner as possible.

Consumers tend to make purchasing decisions based on peer recommendations and

direct experience, as well as traditional advertising methods. This is why it is

necessary to build brand awareness strategies out by instilling trust among consumers.

This trust must be achieved through credibility, rather than just a catchy advertising

campaign. Promotional marketing involving a one-to-one component is proving

increasingly effective at building trust and acquiring new customers.

Online brand awareness strategies are used frequently, albeit with differing levels of success. These online brand awareness strategies can include the use of advertising

including banners, sponsorships, and email/newsletter advertising, online PR, affiliate

marketing, etc.

Brand Experience DefinedThe process of exposing consumers to the various attributes associated with a

particular brand, a successful brand experience creates an environment in which the

consumer will be surrounded by the positive elements attached to the brand.

Successful examples include Disney, Starbucks, and even General Motors. For those

who cannot travel to a Disney theme park, Disney brings to them the total brandexperience through their specialty stores located worldwide. Starbucks transformed

the mere activity of drinking coffee into a total lifestyle experience. General Motors

29



not only manufactures automobiles - it has opened the doors to Europe's first

automotive theme park, based in Germany.

The successful brand experience can operate on multiple levels, including adding a

new communications channel to reach the consumer, adding a service element to the

product that extends a stronger offer, and extending the brand across seeminglyunrelated products and services. The overall brand experience represents a way to

bring the consumer to the brand and establish a close relationship.

Brand Development DefinedEstablishing an effective strategy to ensure brand success, the brand development

process consists of creating advertising and marketing campaigns that portray a

message to potential and existing clients in an attractive, unique, and informative

manner, successfully positioning the brand above competitors.

Factors in brand development & marketing should include how consumers perceive

the brand and what it means to them, what the potential positives and negatives of the brand consist of, and how the brand is positioned to competitors within the

marketplace. A major part of the brand development process consists of defining the

benefits, which should make up the foundation of the advertising and marketing

efforts.

Brand development & marketing has been around for centuries, but today's consumer

has access to information and the opportunity to make more choices than ever before.

Therefore, the average consumer expects more. The long-term brand development

process now requires innovative, compelling, and consistent activities.

Brand Marketing Defined

Creating and implementing strategically sound programs, integrated brand marketing

programs are designed to increase market share in an ever-changing and demanding

environment by keeping the brand ahead of competition. A successful brand

marketing strategy is an essential function of any successful business that has a goal of

long-term success.

Integrated brand marketing consists of determining the needs and wants of potential

customers, developing a sound brand marketing strategy to meet those needs and

wants, and executing a plan that incorporates the brand marketing strategy focusedaround the specific brand being marketed. Integrated brand marketing is more

significant in today’s arena because the competition is greater, as well as the

technology to assist in the dissemination of information surrounding brands.

A strong brand marketing strategy necessitates researching the market position of the

brand. Once the research has been defined and conducted, the company then conducts

a comparison analysis of the brand and its competitors. Finding out how consumers

categorize brands is critical in establishing an effective, integrated brand marketing

strategy.

30



Brand Positioning DefinedIdentifying where a specific brand is placed within the marketplace and its relationship

to competitive brands, brand positioning is determined by defining the brand’s

benefits to the consumer, opportunities for which the brand is best suited, the brand’s

target audience, and who its main competitors are.

To achieve the benefits of brand positioning, it is necessary to research in-depth the

market position (or lack thereof) of the brand. Brand maps and forms are created to

profile the brand positioning, comparing the results with competitive brands.

In realizing the benefits of brand positioning, it is important to understand that not all

brands are competitors. A consumer may be presented with six brands of one product

and only consider three out of the six as a purchasing choice. The consumer may have

encountered a negative experience with a specific brand and may never consider

purchasing it again, or there may be a brand that simply does not stand out to the

consumer and it is passed up.

“Branding turned into a game of being seen

for the sake of being seen, without giving

consumers a reason to buy.”

Examples of brands which are attempting to create

awareness on ‘actual state’ of consumers

Brand Communication on'desired state'

Unit Trust 'Cars can be bought on instalments, not children's

education' was the theme emphasising that an

installment plan cannot cover certain

important expenditures

Onida COLOR TV(poison series ) You will die for itOnida color TV Owner’s Pride,Neighbours envy

Early campaignsof Colgate Bad breath as a social barrier

After-sales service is an area which offers wide scope for marketers to leave a lasting

impression on consumers, but this is unfortunately an area where a number of

companies fail to deliver the goods

Problems can be classified into active and inactive problems. An active problem is one

which the consumer is aware of and an inactive problem is one which he or she is not

aware of. Ceasefire, the mini fire extinguisher brand, created awareness about

problems associated with different kinds of fire. It brought out the fact that differentkinds of fires require different gases. This is an inactive problem. A brand of electric

31



shaver could create awareness about the negative aspects of conventional blade-based

shaving and activate a ‘problem’ that is inactive for many men. An active problem

involves convincing consumers about the superior nature of the brand. When

consumers were very much aware of the increasing costs of petrol, Hero Honda

convinced them of its superior offering.

Consumers’ priority and nature of recognised problemsHow consumers respond to the strategies of ‘actual’ and ‘desired’ states would depend

on two important factors:

1. The magnitude of discrepancy between the desired and actual stats: A new

dimension to scooter brands is the introduction of the four-stroke scooter. If fuel

consumption is a vital evaluation criterion of a prospective consumer (maybe even in

the replacement market), the ‘desired state’ in terms of fuel economy should be

significantly higher in a four-stroke scooter for the consumer to consider the new

offering, especially given the fact that the updated version of the product will cost a

few thousands more than conventional scooters. The magnitude aspect becomes

important when brands offer new benefits to gain an edge over competing brands.2. The relative importance of the problem: A consumer owning a two-wheeler may

like to own a car which may be his ‘desired state’ of satisfying a ‘transport’ need. But

given the ‘priority hierarchy’ in the mind of the onsumer, he may attach very little

importance to buying a car. In the Indian context, generic competition (where the

purchasing power of consumers competes for a number of categories) is an important

aspect. While the consumer may be interested in several product categories, he may

prioritise television as a priority buying item. The consumer durables could make use

of this aspect by creating ‘an immediacy of purchase’ around specific products. The

microwave oven is one category which has been around for almost a decade, and this

approach may be very applicable to it (though the benefits of the product may not be

sufficient to create an impending desire to own it).Actual and desired states are dynamicMarketers should note that the ‘states’ regarding needs are not static. As individuals

go through family life-cycle stages, differing earning capacities and lifestyles, the

states keep changing and this is one of the reasons why marketers offer an updated

productline to hold on to loyal buyers. The entry of Raymonds into readymades (Park

Avenue) and updated models of Maruti are examples of catering to changing ‘desired

states’ apart from competing with new brands. It is essentialto have a ‘pioneering lead’

to cater to changing ‘desired states’. Park Avenue entered readymade wear much

before other brands. LML Vespa marched ahead of Bajaj to cater to the changing

‘desired states’ of consumers.

‘Product analysis’ is a technique which could be used by marketers to identify the

‘problem recognition’ aspects concerning consumers. It involves researching how

consumers purchase or use a product. For example,

toothpastes (like shampoos), are now being offered in sachets. However, consumers,

after having used the paste, may want to store it to be used on a later occasion—so

Close-up has introduced sachets with a cap. Similarly, the process of using medicinal

drops for the eyes and ears has often posed problems for consumers in terms of

breaking the nozzle of the container, finding a dropper which could be used or just

making a puncture on the container from where the medicine can flow. Norfloxacin is

a brand which offers a built-in mechanism with which consumers can easily break the

nozzle. Another example is readymade wear brands which offer different kinds of fitsfrom which consumers can choose.

32



As brand differentiation becomes a difficult proposition to achieve over a period of

time, brands will be forced to concentrate on exploring consumer needs.

Examples of product categories where brands could create awareness on actual

states

Brand Communication on'desired state'

l Air-purifier Ill-effects of polluted air l Home Computers Importance of computers in future for children

l Cooking ranges Timeliness, simultaneous cooking

CHAPTER-IV

33



TABLE-1NO OF COLOR TVS OF

DIFFERENT BRANDS

102

85

49

133

40

57

32 3320

56

0

20

40

60

80

100

120

140

L G

S A M S

U N G

V I D E

O C O N

O N I D

A B P

L

P H I L I P S

S O N Y

S A N S

U I

A K A I

O T H E

R S

BRANDS

N O O F C U S T O M

E R S

BRANDS NO OF

CUSTOMERS

% OF

CUSTOME

RSLG 102 17%

SAMSUNG 85 14%

VIDEOCON 49 8%

ONIDA 133 23%

BPL 40 7%

PHILIPS 57 9%

SONY 32 5%

SANSUI 33 5%

AKAI 20 3%

OTHERS 56 9%

TOTAL 607 100%

34



17%

14%

8%

23%7%

9%

5%

5%3%

9%

LG

SAMSUNGVIDEOCON

ONIDA

BPL

PHILIPS

SONY

SANSUI

AKAI

OTHERS

SOURCE:- FIELD SURVEY

NOTE:- Total no. of respondents surveyed = 676

No of respondents having color TV = 607

It is found from Table-1 that out of the total respondents having color TVs, 21.9%

have ONIDA color television followed by 16.7% LG ,14.0% Samsung 9.2% Philips ,

8.1% have Videocon , 6.6% have BPL, 5.8% have SONY , 5.0% have SANSUI, only

3.1% have AKAI and the rest 9.6% have other brands of color TVs.

AWARENESS SOURCES

SOURCES T V A DS N E W S P A P ER F R IE N DS M A G A Z I NE H O A R D IN GS D E A L E R S

NO OFRESPONSE

S 388 192 213 10 12 29

% OFRESPONSE

S 64%32%

35% 2% 2% 5%

35



TABLE-2

64

32 35

2 2 5

0

10

20

30

40

5060

70

T V A D S

N E W S P A

P E R

F R I E N D

S

M A G

A Z I N E

H O R D

I N G S

D E A L E R

S

SOURCES

% O F R E S P O N S E

S

Series1


Note:-It was found from the survey conducted that about 64% of the total responses

got aware of the brand from TV advertisements whereas 32% from Ads on News

paper and 35% from their friends or relatives.

36



So it was found that most of the Color TV customers get aware of a particular brand of

color TV from TV advertisement followed by from friends and relatives ,and from ads

on news paper.

TABLE-3

FACTORS

CONSIDERED MOST

SOURCE:- FIELD SURVEY Note : Total no of respondents found having Onida color TV = 133

From the Table-3 It is very much clear that out of the 133 nos of Onida color TV

customers, most of them (100/133) have chosen the brand because of its quality by

ranking it 1, followed by the Brand name as Rank 2, Technology as Rank 3, where as

Price as rank 4..So it is obvious from the above table that most of the ONIDA color

TV customers prefer the brand by the chronological order i.e. Quality, Brand name ,

technology and Price as Rank 1, Rank 2, Rank 3, Rank 4 respectively.

FACTORS RANK1 RANK2 RANK 3 RANK 4QUALITY 100 22 2 1

BRAND NAME 21 62 27 19

TECHNOLOGY 4 22 62 39

PRICE 6 26 34 49

AFTER SALESSERVICES

1 0 6 11

WARRANTY 1 0 2 14

DESIGN 0 0 0 0

FREE GIFT/

OFFER

0 0 0 0

INSTALLMENT

0 0 0 0

37



TABLE-4

CUSTOMER’S SATISFECTION LEVEL:-

HIGHLYSATISFIED

MOD.SATISFIED

LEASTSATISFIED

DISSATISFIED

HIGHLYSATSFIED

No OFCUSTOMERS 79 35 16 3

No OF CUSTOMERS

60%26%

12% 2%

MOD.

SATISFIED

LEAST

SATISFIED

DIS

SATISFIED

HIGHLYSATSFIED


NOTE:- Total no. of Onida color TV customers Found =133

From the above table it is found that out of 133 ONIDA TV customers 79 i.e. 60%

says that they are highly satisfied of the TV, whereas 35 (26%)of them are moderately

satisfied , only 16 (12%)of them said that they are least satisfied of the TV and only 3

(2%)of them are dissatisfied.

FINDINGS:-So it is very much clear that the overall satisfaction level of ONIDA

color TV customers is very good.

TABLE-5SUUGESTION FOR IMPROVEMENT OF ONIDA COLOR TV

38



SUGGESTIONS NO.OF PERSONS % OF PERSONS

MORE

ADVERTISEMENT

96 72.2%

FREE GIFT/

OFFER

44 33.1%

REDUCTION IN

PRICE

43 32.3%

IMPROVEMENT IN

TECHNOLOGY

14 10.5%

IMPROVEMENT IN

QUALITY

1 0%

AFTER SALES

SERVICE

32 24.1%

MORE PRODUCT

VARIETY

11 8.3%

MODIFICATION INDESIGN

2 1.5%

SPONSORSHIP

PROGRAMME FOR

PUBLICITY

3 2.3%

39



72.2

33.1 32.3

10.5

24.1

8.32.3 1.5

0

10

20

3040

50

60

70

80

M O R E

A D V

F R E E

G I F T

/ O F F E

L O W

P R I C E

T E C H N O

L O G Y

A . S . S .

P R O D

U C T V A

R I E T Y

S P O N

S O R S

H I P

D E S I G N

SUGGESTIONS

% O

F R E S P O N S E S

Series1

INTERPRETATION:-

From Table No-5 it is found that maximum nos of respondents i.e. 72.2% of the total

respondents suggest for more advertisement for the improvement of Onida color TV

followed by 33.1% suggest fopr employment of free gift/offer ,32.3% of the

respondents suggest for reduction in price ,24.1% suggests for improvement in after

sales service,10.5% suggests for improvement in technology or introducing unique

technology,8.3% of the respondents suugests for more variety of products with a wide

range of price and only 2.3% of the respondents suugests for arrangement of some

sponsorship programs for the publicity of the company and the product.

TABLE-6

FUTURE BUYERS OF DIFFERENT BRANDS OF COLOR TV IN NEAR

FUTURE

B R A N D S L G

S A M S U N G

V I D E O C O N

O N I D A B

P L

P H I L I P S

S O N Y

S A N S U I

A K A I

O T H E R S N O

P R O V I S I O N

Nos 18 8 0 17 0 3 1 2 0 1 19

% 26.1 11.6 0 24.6 0 4.3 1.5 2.9 0 1.5 27.5

40



18

8

17

3

12

1

19

0

2

4

6

8

10

12

14

16

18

20

L G

S A M S U

O N I D

P H I L I

S O N

S A N S

O T H E R

N O

P R O V I S

SUGGESTIONS

% O

F

R E S P O

Series1

NOTE:-

Total No. of persons having no color TV=69

No of persons showed interest in buying color TV in near future =50

No of persons who didn’t show any intention to buy any color TV =19

In the survey , among those persons who do not have a color TV,18 (26.1%) of them

showed interest to buy LG color tv followed by 17 (24.6%) showed their interest in

ONIDA color TV,8 (11.6% ) persons for Samsung ,3 for Philips color TV, 2 for

Sansui

1 each for Sony and others, rest 19 (27.5%) didn’t show any interest in buying any

brands of color TV in near future.

TABLE-7

RECCOMENDATION TO OTHERS TO PURCHASE COLOR TV

BRANDS TOTAL NoOF

CUSTOMERS

No OFRECOMMENDATIONS

% OFRECOMMENDATIONS

LG 101 89 88.1

SAMSUNG 85 76 89.4

VIDEOCON 49 37 75.5

ONIDA 133 110 82.7

BPL 40 24 60.0

PHILIPS 56 42 75.0

SONY 35 32 91.4

SANSUI 30 23 76.7AKAI 19 10 52.6

41



88.1

89.4

75.5

82.7

60

75

91.4

76.7

52.6

0 20 40 60 80 100

LG

SAMSUNG

VIDEOCON

ONIDA

BPL

PHILIPS

SONY

SANSUI

AKAI

B R A N D S

% OF RECOMMENDATIONS

TABLE:-8

SATISFECTION LEVEL OF ONIDA COLOR TV CUSTOMERS ON

DIFFERENT FACTORS:-

NOTE:-

No. of Onida color TV customers in the study=133

From the Table-8 , it is clear that most of the customers are fully satisfied with allfactors i.e. Quality,Technology,Price,After sales service, design and Brand name.

Very few are moderately satisfied and only 2 each are dis-satisfied with either price or

technology.

So the brand preference of Onida color TV customers is quite satisfactory.

TABLE-9

LENGTH OF TIME THAT ONIDA COLOR TV CUSTOMERS ARE ENJOYING

THEIR TV:

TIME SPAN LESS

THAN

1 YR

1 YR 2YRS 3 YRS 4 YRS 5 YRS BEYOND

5 YRS

NO. OF

CUSTOMERS

3 24 16 20 16 12 42

FACTORS SATISFIED MODERATELY

SATISFIED

DIS-

SATISFIED

TOTAL

QUALITY 127 6 0 133TECHNOLOGY 97 34 2 133

PRICE 104 27 2 133

AFTER SALES

SERVICE

121 12 0 133

DESIGN 121 12 0 133

BRAND NAME 179 14 0 133

42



0

5

10

15

20

25

30

35

40

45

<1

YR

1 YR 2

YRS

3

YRS

4

YRS

5

YRS

> 5

YR

TIME SPAN

N O

O F

C U S T O M

Series1

NOTE:-

From the above stated table no-9 and charts it is clearly understood that maximum no

of customers i.e. 42 out of total 133 have their Onida color TV sets since more than 5

years , whereas 24 customers are enjoying their TV s for the last 1 year ,20 customers

are enjoying their Color TV sets for the last 3 years , 16 each have their Onida sets for

the last 2 and 4 years .

43

<1 YR

1 YR

2 YRS

3 YRS

4 YRS

5 YRS

> 5 YR



So it is clear that the percentage of buying Onida Color Tv for the past 3 to 4 years is

good but the percentage of buying ONIDA color Tv set was at Top beyond 5 years.

TABLE-10:

WHETTHER THERE IS ANY TECHNICAL PROBLEM OR NOT?

YES=9 NO=124 TOTAL=133

NO

93%

YES

7%

YES

NO

TABLE-11.1

RANK OF THE QUALITY OF ONIDA COLOR TV AS PERCEIVED BY

OTHERS

12%

27%

25%

20%

7%9%

RANK-1

RANK-2

RANK-3

RANK-4

RANK-5

TABLE-11.2

RANK OF THE TECHNOLOGY OF ONIDA COLOR TV AS PERCEIVED BY

OTHERS

RANK-1 RANK-2 RANK-3 RANK-4 RANK-5 CAN’T

SAY

11.8% 27.6% 25% 19.7% 6.6% 9.3%

RANK-1 RANK-2 RANK-3 RANK-4 RANK-5 CAN’T

SAY

11.8% 35.5% 31.6% 10.5% 1.3% 9.3%

44



12%

35%

32%

11%1%

9%

RANK-1

RANK-2

RANK-3

RANK-4

RANK-5

CAN’T SAY

TABLE-11.3

RANK OF THE AFTER SALES SERVICE OF ONIDA COLOR TV AS

PERCEIVED BY OTHERSRANK 1 2 3 4 5 6 7 CAN’T

SAY

% OF

RESPONSE

2.6% 13.2% 15.8% 19.8% 2.6% 1.3% 1.3% 43.2%

20%

43%

1%1%

3%

13%

16%

3%

Rank1

Rank 2

Rank 3

Rank 4

Rank 5

Rank 6

Rank 7

CAN’T SAY

TABLE-11.4

RANK OF THE ADVERTISEMENT OF ONIDA COLOR TV AS PERCEIVED

BY OTHERS

RANK 1 2 3 4 5 6 7 CAN’T

SAY

% OF

RESPONSE

2.6% 11.8% 11.8% 31.6% 11.8% 7.9%% 1.3% 21.1%

45



3%12%

12%

31%12%

8%

1%

21%

RANK-1

RANK-2

RANK-3

RANK-4

RANK-5

RANK-6

RANK-7

CAN'T SAY

TABLE-11.5

RANK OF THE PRICE OF ONIDA COLOR TV AS PERCEIVED BY OTHERS

RANK RANK 2 RANK 3 RANK 4 RANK 5 CAN’T SAY

% OF

RESPONSE

9% 26% 45% 7% 13%

9%

26%

45%

7%

13%

RANK 2

RANK 3

RANK 4

RANK 5

CAN’T SAY

TABLE-11.6

RANK OF THE BRAND NAME OF ONIDA COLOR TV AS PERCEIVED BY

OTHERS

RANK 1 2 3 4 5 6 CAN’T

SAY

% OF

RESPONSE

9% 48% 19% 5% 5% 5% 9%

46



9%

48%19%

5%

5% 5% 9%

RANK 1

RANK 2

RANK 3

RANK 4

RANK 5

RANK6

CAN'T SAY

SOURCE:-Field Survey

INTERPTRETATION:-

From the above shown tables from Table No-11.1 to 11.6 it is found that most of the

customers of other brands of color TVs have a very good image regarding the quality,

Brand name ,Technology of Onida color TV by ranking it 2 or 3. But at the same time

according to some of the customers of other brands of color TVs, the rank of Onida

color TV is 4 or 5 when the factors like price or advertisement or after sales service

are taken in to consideration.

So overall the customers of other color TVs have very good perception on Onida color

TV for its Quality, Technology and Brand name. Only factor that dissatisfies is the

Price and lack of publicity.

DEALERS/RETAILERSANALYSIS

Table-1

EXPERIENCE OF THE DEALERORRETAILERINCOLOURTV

BUSINESS

40

26

1618

0

5

10

15

20

25

30

35

40

45

0--5 5--10 10--15 ABOVE 15

YEARS OF EXPERIENCE

D E A L E R O R R E T A I L E

Source: Field Survey

Note : Total no of dealers/retailers visited is 50

It is found from the above chart that out of the total 50 number of dealer/retailers

surveyed only 18% are having more than 15 yrs of experience in colour TV business

followed by 16%, 26%,40% having experience in this business for 10-15yrs,5-

10yrs,0-5yrs respectively.Findings: 18% dealers /retailers have more than 15yrs of

experience in this business.

47



Table 2:DIFFERENT BRANDS AVAILABLE IN VARIOUS SHOWROOMS

48

39 42

2331

24 22

9 114 3

0

10

20

30

40

50

60

L G

S A M S U N G

O N I D A

S A N S

U I

P H I L I P S

S O N Y S V

L

V I D E

O C O N T C

L B P

L A K

A I

BRAND NAME

N O O

F D E A L E

R O

R

R E T A I L E R

Source: Field survey

Total number of dealers/retailers visited is 50

It found from the above chart that out of total showroom visited, LG is

available in 96% showroom followed by Onida 84% ,Samsung 78%,Philips 62%,

Sansui 46%,SVL 44%, TCL 22%,videocon 18%, BPL 8%,Akai 6% respecticely.

Findings:- Onida TV is present in 84% showroom.

Table 3:-

0%

20%

40%

60%

% of

showroom

brand name

Highest selling brand of colour TV in different

showroom

LG

Samsung

Onida

Sansui

Philips

Videocon

Source: field survey

Number of showroom visited =50

It is found from the above chart that LG is the highest selling brand in 54% of

outlets followed by Samsung, Sansui, Onida, Philips and Videocon are the highest

selling brand in 20%,12%,8%,4%,2% of showroom respectively.

Findings:- Onida is the highest selling brand in 8% of TV showroom.

48



TABLE -4

REASONS RESPONSIBLE FOR ATTRACTING THE CUSTOMERS FOR A

PARTICULAR BRAND OF COLOR TV

REASONS RANK-1 RANK-2 RANK-3 RANK-4 RANK-5 RANK-6

Quality 25 12 8 5 0 0

Price 10 18 12 7 2 1Promotional

activity

5 5 19 9 9 3

Technology 7 11 5 21 6 0

After sales

service

3 4 3 5 26 9

Warranty 0 0 3 3 7 37

Source:- Field Survey

Note:- (1) Rank-1 indicates top priority

(2) Rank-6 indicates low priorityFrom the above table we find that ,the quality factor got Rank-1 ,followed by

Price : Rank-2, Promotional activity : Rank- 3 , Technology: Rank- 4, After sale

service: Rank-5 and Warranty :Rank -6 respectively are the factors responsible for

attracting the customers for a particular brand of colour TV.

Findings:- Quality,Price,Promotional activity, Technology ,After sale service and

Warranty respectively(in chronological order of ranking) are the factors affecting the

selling of a particular brand of Colour TV.

TABLE -5

APPROXIMATE ANNUAL SALE OF ONIDA COLOR TV PER ANNUM

QUANTITY 0-50 50-100 100-200 200-300 300-500 ABOVE500

NO. OF

SHOWROOMS

10 12 9 6 4 1

10

12

9

6

4

1

0

2

4

6

8

10

12

14

0-50 50-100 100-200 200-300 300-500 ABOVE

500

Range of selling

N o . o f s h o w r o o m s

SOURCE:-Field Survey

Note:- Total no of show rooms visited =50

49



It is found from the above chart that out of total dealer/retailer of ONIDA color TV ,

33% among them are selling in the range 0-50 pieces per annum followed by

31%,14%,12%, 7% and 3% of them are selling in the range 50-100, 100-200, 200-

300,300-500 and above 500 respectively.

Findings:- Maximum no of dealer/ retailer of ONIDA color TV are selling in the

range 0-50 pieces per annum.

TABLE-6 :-

DIFFERENT MODELS OF ONIDA COLOR TV AVAILABLE IN

DIFFERENT OUTLETS

MODEL FREQUENCY (NO

OF SHOPS)

29 OXYGEN THUNDER 7

21 OXYGEN 500 10

21 OXYGEN 300 27

21 BLACK THUNDER 3

21 BLACK 500 16

21 BLACK 300 29

21 BLACK 200 38

21 BLACK 150 41

21 MARVEL 3

21 KY THUNDER 2

20 OXYGEN 12

20 CS DLX 2

20 XS DLX 26

20 MARVEL 8

15 OXYGEN 814 XS DLX 32

14 CANDY DLX 2

14 TVE GOLD 0


No of show rooms visited=50

It is found from the above table that out of 42 Dealers/ retailers of ONIDA color TV

21 Black 150 is present in the 98% of the show rooms followed by 21 Black-200 ,14

XS DLX , Black 300, 21 Oxygen 300, 20 XS DLX , 21 Black 500, 20 Oxygen, 21

Oxygen 500, 15 Oxygen , 20 Marvel, 29 Oxygen Thunder, 21 Black Thunder, 21

Marvel , 21 KY Thunder ,14 Kandy DLX are present in 90% ,

76%,69%,64%,62%,38%,29%,24%,20%,19%,17%,7%,7%,5% and 5% of outlets

respectively

FINDINGS:-21 Black150 is present in maximum no of outlets.

TABLE-7

HIGHEST SELLING MODEL OF ONIDA COLOR TV IN DIFFERENT OUTLETS

MODEL OXYGEN 300 BLACK 150 XS DLX

FREQUENCY 3 35 4

50



MAXIMUMSELLINGMODEL

10% 7%

83%

OXYGEN300

BLACK150

XSDLX


TOTAL NO OF SHOW ROOMS =42

It is found from the above table that out of various models of ONIDA color TV, 21

BLACK150 is highest selling model in 83% outlets followed by 14 XS DLX and

OXYGEN 300 in 10% and 7% of outlets respectively.

FINDINGS:- 21 BLACK-150 is the highest selling model of ONIDA color TV.

TABLE-8

REASON BEHIND THE SELLING OF A PARTICULAR MODEL OF ONIDA

COLOR TV.

REASONS PRICE DESIGN QUALITY TECHNOLOGY

NO OF

RESPONSES

33 1 14 2

EMBED Excel.Chart.8 \s

33

1

14

2

0 5 10 15 20 25 30 35

PRICE

DESIGN

QUALITY

TECHNOLOGY

F a

c t o r s

No. of Respondents

c

SOURCES:-FIELD SURVEY

NOTE:- NO OF SHOW ROOMS OF ONIDA COLOR TELEVISION

SURVEYED=42

51



The price factor is one of the major reasons behind the sale of ONIDA color TV as

responded by many as shown above followed by quality ,technology and design

FINDINGS:- Price is the important factor affecting the selling of ONIDA color TV.

TABLE-9

SATISFECTION LEVEL OF DEALER / RETAILER ON THETECHNOLOGY OF ONIDA COLOR TV

LEVEL OF

SATISFACTION

Highly

satisfied

Satisfied Moderately

Satisfied

Dis-

satisfied

NO OF

DEALER/RETAILER

2 30 9 1

5%

72%

21%

2%

Highly satisfied

Satisfied

Moderately

SatisfiedDis-satisfied


NOTE: - No of dealer/retailer of ONIDA color TV visited =42

It is found from the above table that out of 42 Dealer/retailer of ONIDA color TV

71.5% are satisfied on the technology followed by 21.5% ,5% and 2% are moderately

satisfied ,highly satisfied, and dis-satisfied respectively

FINDINGS:-Maximum no of Dealer/ retailer are satisfied on the technology of

ONIDA color TV.

TABLE-10SATISFECTION LEVEL OF DEALER / RETAILER ON THE PRICE OF

ONIDA COLOR TVLEVEL OF

SATISFACTIONHighly

satisfied


Satisfied

Dis-

satisfied NO. OF

DEALER/RETAILER

0 21 16 5

52



Moderately

Satisfied

38%

Satisfied50%

Dissatisfied

12%

Satisfied

Moderately Satis fied

Dis-satisfied



It is found from the above table that out of 42 Dealer/retailer of ONIDA color TV 50%are satisfied on the PRICE followed by 38%,12% and 0% are moderately satisfied ,

dis-satisfied and highly satisfied respectively.

FINDINGS:-Maximum no of Dealer/ retailer are satisfied on the price of ONIDA

color TV.

TABLE-11

SATISFECTION LEVEL OF DEALER / RETAILER ON THE

PROMOTIONAL ACTIVITY OF ONIDA COLOR TV.

LEVEL OF

SATISFACTIONHighly

satisfied


Satisfied

Dis-

satisfied NO. OF

DEALER/RETAILER

0 6 16 20

14%

38%

48%

Satisfied

ModeratelySatisfiedDis-satisfied



It is found from the above table that out of 42 Dealer/retailer of ONIDA color TV 48%

are Dis satisfied on the Promotional activity of ONIDA followed by 38%,14% and 0%are moderately satisfied , satisfied and highly satisfied respectively.

53



FINDINGS:-Maximum no of Dealer/ retailer are Dis-satisfied on the promotional

activity of ONIDA color TV.

TABLE-12

SATISFECTION LEVEL OF DEALER / RETAILER ON THE AFTER

SALES SERVICE OF ONIDA COLOR TV

LEVEL OFSATISFACTION

Highlysatisfied

Satisfied ModeratelySatisfied

Dis-satisfied

NO OF

DEALER/RETAILER

3 22 12 5

7%

52%

29%

12%

Highly satisfied

Satisfied

Moderately Satisfied

Dis-satisfied




are satisfied on the After sales service of ONIDA followed by 29%, 12% and 7% are

moderately satisfied ,Dis-satisfied and highly satisfied respectively.

FINDINGS:-Maximum no of Dealer/ retailer are satisfied on the After sales service of ONIDA color TV.

TABLE-13

SATISFECTION LEVEL OF DEALER / RETAILER ON THE M.R.P.ON

ONIDA COLOR TV.

5%14%

5%

76%

Highly satisfied

Satisfied

Moderately Satisfied

Dis-satisfied


LEVEL OF

SATISFACTION

Highly

satisfied


Satisfied

Dis-

satisfied

NO OF

DEALER/RETAILER

2 32 6 2

54





are satisfied on the MRP of ONIDA followed by 14%,5% and 5% are moderately

satisfied ,Dis-satisfied and highly satisfied respectively.

FINDINGS:-Maximum no of Dealer/ retailer are satisfied on the MRP of ONIDA

color TV.TABLE 14.

SATISFECTION LEVEL OF DEALER / RETAILER OF ONIDA COLOR TV

ON ITS CHANNEL OF DISTRIBUTION.

SATISFECTION LEVEL

Highly

satiafied

satisfied Moderately

Satisfied

Dissatisfied No

view

NO OF DEALER/

RETAILER

3 31 2 3 3

7%

74%

5%

7%7%

Highlysatsfied

Satsfied

Moderatelysatsfied

Dis-satsfied

Noview




are satisfied on the MRP of ONIDA followed by 7%,7% and 5% are highly

satisfied ,Dis-satisfied and moderately satisfied respectively.FINDINGS:-Maximum no of Dealer/ retailer are satisfied on the channel of

distribution of ONIDA color TV.

TABLE 15SATISFACTION LEVEL OF DEALER / RETAILER OF ONIDA COLOR TV

ON THE AVAILABALITY OF PRODUCT.

SATISFECTION LEV EL

H i g h l y s a t ia f i ed satisfied ModeratelySa t i s f i ed

Dissatisfied

N O O F D E A L E R / R E T A I L E R 6 3 2 3 1

55



14%

77%

7%2%

Highly satisfiedSatisfiedModeratelysatisfiedDis-satisfied




are satisfied on the MRP of ONIDA followed by 14%,7% and 2% are highly satisfied

moderately satisfied and Dis-satisfied respectively.

FINDINGS:-Maximum no of Dealer/ retailer are satisfied on the channel of

distribution of ONIDA color TV.

TABLE 16

SATISFECTION LEVEL OF DEALER / RETAILER OF ONIDA COLOR TVON THE CREDIT FACILITY PROVIDED BY THE COMPANY.

2%

79%

17%

2%

Highly satisfied

Satisfied

Moderatelysatisfied

Dis-satisfied

SATISFECTION

LEVEL

Highly

satiafied

satisfied Moderately

Satisfied

Dissatisfied

NO OF DEALERS

1 32 7 1

56






are satisfied on the MRP of ONIDA followed by 17%,2% and 2% are moderately

satisfied. Highly satisfied and Dis satisfied respectively.FINDINGS:-Maximum no of Dealer/ retailer are satisfied on the credit facility

provided by the company.

TABLE 17SUGGESTIONS GIVEN BY DEALER OR RETAILER FOR IMPROVE

MENT IN THE MARKRT SHARE OF ONIDA COLOUR TV.

SOURCE: - FIELD SURVEY

It found above table that maximum no. of suggestions are given ion

important of more promotional activity followed by to decrease in price, change in

marketing policy, quick after sale service, free gift or offer and quality improvement

respectivily for the improvement in market share of onida colour TV.

Finding:-Maximum no. of suggestions for the improvement of market share of onida colour tv is more promotional activity is required.

SUGGESTIONS FREQUENCY

More promotionalactivity

28

Decrease in price 8

Change in marketing

policy

8

Free gift or offer 6

Quality improvement 3

Quick after sale service 8

57



CHAPTER-V

FINDINGS:

1) Most of the people get aware of a particular brand of color TV from TV

advertisements which is the most vital media of communication of a brand to

the people followed by ads on News papers and friends or relatives as per our

study .

58



2) Most of the ONIDA color TV customers have bought the TV by getting

influenced by the factors Quality, Brand Image, Latest Technology, Price and

Warranty in their chronological order respectively.

3) It was found that the overall satisfaction level of ONIDA color TV customers

is very good with near about 60%of the total customers are highly satisfiedwhereas 26% of the total customers of ONIDA color TV are moderately

satisfied ,12% are least satisfied and only 2% are dissatisfied.

4) The reason behind the level of least satisfaction or dissatisfaction was found to

be of either high price or poor after sales service.

5) In the survey among those who have no color TV t present as conducted by us ,

we found that about 24.6% are interested to buy a ONIDA color TV set in near

future because of its good quality, latest technology and brand image.

6) It was also found from the study that some of the customers go for other brands

because of high price of ONIDA color TV as compared to other brands of color TV. These customers were influenced by the quality, technology and

Brand image of Onida color TV and would have bought ONIDA if the price

were a little lower.

7) So far as quality is concerned, most of the ONIDA color TV customers are

highly satisfied which contributes about 96% and only 4% are moderately

satisfied. But no one was found to have any complaint or doubt against the

quality of ONIDA color TV . So it is very much clear from the study that

ONIDA has a very good brand image in the mind of customers for its high

quality.

8) Again it was also found that most of the ONIDA color TV customers are

highly satisfied with the technology of ONIDA color TV which contributes

about 73% of the total customers of ONIDA color TV followed by 26% are

moderately satisfied with technology and only just 1% of total ONIDA color

TV customers are dissatisfied on the technology of the TV which is almost

negligible. How ever these customers have dissatisfaction on either the remote

or color adjustment .So it is very much clear from the study as made by us that

ONIDA bears a good brand reputation for its latest technology.

9) It was also found from our study that about 90% of the total ONIDA color TV

customers have a very good impression on the Brand name of ONIDA andonly 10% remarks that this brand is of average class.

10) Similarly 91% of the total ONIDA color TV customers are found to be

satisfied with the after sales service of Onida color TV. Rest 9% are

moderately satisfied with the after sales service of ONIDA color TV which is

due to the late response to their complaints. According to those the after sales

service needs to be quicker as far as possible.

11) About 78% of the ONIDA color TV customers were found to be satisfied of

the price what they have paid for the TV. According to those they are getting

the true value of the price they have paid to buy it due to its technology, quality

and brand name. Whereas 21% are slightly disappointed d of the price because

according to them the price is slightly higher. Only 1% of the total ONIDA

59



color TV is completely dissatisfied of the price according to whom the price is

really very high as compared to other TV brand like LG, Samsung or Akai.

12) The survey also show that 94% of the total ONIDA color TV customers have

no technical problem yet with their TV set whereas the rest 6% are somehow

have some technical problem with the TV set which is either in the functional problem in their remote controllers or some problem in picture clarity. So

according to the ONIDA color TV customers, ONIDA is technically a very

good brand in the industry.

13) It was found that about 83% of total ONIDA color TV customers have

recommended either to their friends or to their relatives or to others to buy

ONIDA color TV which shows a strong brand loyalty towards ONIDA and

also this shows the satisfaction level of ONIDA color TV customers . However

Sony stand 1st in the list so far as rate of recommendation is concerned

with92% of recommendations, followed by Samsung with 89% and LG with

88% recommendation. So ONIDA ranks 4th in the list.

14) It was also found that most of the customers are about 73% suggest for more

advertisements in order to improve market share of ONIDA color TV whereas

33% suggest for reduction in price or employment of more attractive gift/offer

or any other promotional activity. For the improvement of selling or market

share.

15) From the study on dealers or retailers it was found that 84% of the total dealers

/retailers deals with ONIDA color TVs which is less as compared to LG which

is available in almost 96% shops/outlets.

16) Some of the dealers also said that used to deal with ONIDA color TV sets butdue to lack of publicity , high price and low demand they don’t now deal with

ONIDA any more.

17) In 54% of the total shops studied by us, LG is the highest selling brand

followed by SAMSUNG in about 20% shops where as in only 8% of the shops

have highest selling of ONIDA color TV.

18) According to the dealers / retailers the customers are attracted to a particular

brand of color TV by its quality, price, advertisement, technology, after sales

service taken in chronological order of ranking.

19) About 48% of the dealers / retailers suggest that there is lack of promotional

activity which affects badly on the selling of ONIDA color TV.38% dealers/

retailers are moderately satisfied with the promotional activity of ONIDA.

20)It was also found from the above study that about 52% of the total dealers

/retailers are satisfied with the after sales service of ONIDA color TV and 50%

are satisfied with the pricing of ONIDA color TV, 76% are satisfied with the

MRP of ONIDA color TV whereas about 76% are satisfied on the distribution

channel of ONIDA color TV.

21) Maximum numbers of dealers /retailers suggest for more promotional activity

by ONIDA followed by reduction in price, change in marketing policy and

60



quick after sales service for the improvement sales of ONIDA color television

in market.

22) According to most of the dealers /retailers ONIDA bears a very good brand

image, and reputation for its superb quality in the buyer’s mind but some of the

customers go for other brand because of its high price for the lower and middleclass family which they are unable to afford though they have a strong wish to

buy ONIDA color TV

61



SUGGESTIONS:

1) Maximum no. of customers are satisfied with ONIDA color TV .They are also

satisfied with the quality technology but some of the customers are dissatisfied

or least satisfied on the after sales service of the produ8ct which may be due tolack of prompt & quick service , low skilled service personnel or else. It should

come up aggressively to maintain the brand image and keep the customers

delighted.

2) Price is an important factor which affects the performance of selling a

particular brand in the market. So the company should consider the price so

that customers of different category might go for ONIDA color TV instead of

other brands.

3) Prompt services should be taken care of for the newly purchased customers as

well as for the existing customers so as to keep them satisfied and delighted.

4) Another important area on which the company has to pay more attentions is

Publicity of the products. As the study shows that maximum numbers of

customers get aware of a particular brand of color TV basically from the

advertisements on TV followed by news papers. So it is suggested that the

company should increase its budget for the advertisement or publicity which

will definitely help the company to reach at different parts of the country

through frequent advertisements on TV as well as in Local and National news

papers. This step will definitely help in increasing the market share of the

brand.

5) The company may arrange some road shows through mobile vans and installdisplay hording at different crowded place to increase the publicity and

awareness of the brand.

6) Different types of promotional activities may be adopted such as arrangement

of sponsorship programs of different local festivals, sports, competitions;

cricket matches etc. to increase the brand awareness and the publicity of the

product.

It is also found that free gifts, attractive offers with various models of color TV

will certainly create a difference in the selling volume of the color television as

this will put a great impact on customer’s mind and they will certainly show agreat interest in buying ONIDA color TV. So the company may attempt for

these type of promotional activities to draw more attention of the customers

towards the brand.

7) Dealers, retailers or any other intermediaries play an important role for the

selling of a particular brand or model. Sometimes although having a good

brand reputation and image often the companies can’t achieve their target. One

of the main reasons for this is lack of interest of dealers or retailers to sell the

product at their counters and sell other brands. So it should be taken care

properly that the company must maintain a sound and healthy relationship with

all the dealers or retailers. This may be done by frequently arranging meetingswith the intermediaries to detect the problems and minimize it easily.

62



8) Attractive prizes, free gifts, competitions should be employed to increase the

interest level of the intermediaries which will help the company to earn a good

brand image and market share as well. Also training programs should be

arranged for the sales personnel.

9) To reach each and every place , all level of customers the company should pay morefocus on rural areas , sub-urbans, urban areas with a moderate price and models to

attract the customers.

10) The company should keep in mind and open up its eyes on its major competitor’s

strategy inventions, regular research and development activities to stay in the market

for long time and compete with others.

63



CONCLUSION

AND

BIBLIOGRAPHY

CONCLUSION:After successful completion of the project work, I am to conclude that, I have

gained a lot of knowledge about Onida colour TV and its competitors in the Orissa

market. As the sample is concerned, it is a random and small size , so it is difficult to

tell about the exact position of ONIDA colour TV in ORISSA market, still the

awareness level and brand image of ONIDA colour TV is good compared to that of

other brands in the market.

64



During this project work, I had to face a lots of problems while dealing with the

customers and dealers, because some of them are rigid in nature, some did not

responded, some denied, but despite of all above difficulties and problems ,I able to

complete this project work successful in time because of my self

confident,patience,ability to learn, adoptability to new circumstances and positive

attitude.

In fact, this project is really a good learning experience for me as well as for

my future career.

BIBILIOGRAPHY

Reference Text Books

Kotler Philip ,Marketing Management, Prentice Hall of India

Ramaswamy & Namakumari, Marketing Management, McMillan

& Co.

Saxena Rajan, Marketing Management, Tata McGraw Hill

65



CHAPTER III

CONCEPTUAL & THEORY

66

onida_final2

Documents

marketing research

marketing environment

market research

marketing process

market changes

global marketingcompanies

project work

study scope