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Onida International Ltd.
PROJECT AT A GLANCE
Name of the unit :- Onida International Ltd.
Sau. Branch
Office address :- Mirc Electronics Ltd.
Plot 22, 23, 24
Narayan Nagar Sco.
Narayan complex.
Ananadpar (Navagam)
Rajkot (Gujrat)Ph. 0281- 2702933/34/44
Corporate Office :- Mirc Electronics Ltd.Onida House, G-7 MIDE
Mahakali caves Rd.
Andheri (E)
Mumbai 400093,
Established year :- 1981
Size of the organization:- Large Scale Industry
Form of organization :- Public Limited.
Web Site :- www.onida.com.
Name of the sub. co. :- Igo Marketing
Number of dealers :- 6 DealersRajkot.
2 distributors
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Onida International Ltd.
No. of service Center :- 1 (Rajkot)
No. of Warehouses :- 1 ( Out of Octroi Limit)
Product line :- Colour TVs.
DVDs
Microwaves Oven
Air ConditionersWashing machines
LCD.TV
Plasma TV.
Presentation Product
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Onida International Ltd.
INDEX
Sr.No. Particular PageNo
.
1 Introduction. 4
2 History & development. 6
3 Growth of Onida. 8
4 Promoters and other information. 9
5 Size o unit & type of organization. 11
6 Product of the company. 12
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INTRODUCTION
Marketing is often dynamic, challenging and
rewarding. It can also be frustrating and even disappointing.
But it is never dull. It is the part of organization where the
rubber meets road- the place where an organizations ideas,
planning and execution are given the avoid test of marketacceptance or rejection.
Marketing job is to convert essential needs into
profitable opportunities marketing consists of all activities by which a company adopts itself to its environment
relatively and profitability.
Before few years ago there was no need for marketing
because there was no competition in market and so as
compared to supply of product there was more
advertisement. So there was no used of marketing theproducts.
Marketing is the process of planning, executing, the
competition, pricing, promotion and distribution of ideas,
goods and services to create exchange that satisfy
individuals and organization goals.
- According to Philip Kotler
Marketing management includes management of
demand, promotion, price and place new means distribution
channel management etc. promotion includes advertising,publicity, sales promotion and personnel selling etc. price
includes strategies of products, place includes management
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Onida International Ltd.
of distributions network it s cost, its effectiveness ad
efficiency etc.
In todays era at each and every step any scale of
business needs marketing tools for marketing their businessfresh and smooth as well as under providing business life
cycle.
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Onida International Ltd.
HISTORY & DEVELOPMETOnida International Ltd.is no. 1 in consumer electronic
company in India. The company was started by the late
shree Mr. G.L. Mirchandani a man of idea of substances a
man of vision who was responsibility for setting up at string
the way to the top with his talents ad will power.
Though he took opportunity to establish at, noida, the
in the saw a huge changes in the field of electronic in India.
He launched Indias first world class colour Television.
Onida International Ltd.today, Onida is a 33 branches.
Electronics across the nation, Indias no. 1 brand of
consumer electronics and home appliances, trusted by over
30 million people to improve their quality of life.
Onidas International Ltd.is todays fastest growing. Itwas started 1981 at that time its business was Rs. 41 Cr.
And today it has crossed the amount of Rs. 3014.6 Cr. 31st
March 2005
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Onida International Ltd.
The promoters of Onida International Ltd., leads the
success of the company to its surgery of being market
friendly Onida are main innovators in the in the worlds
most advanced technologies/ in colour TVs, Onida was thefirst Indian company to introduce picture in-picture, Turbo
sound, Surround sound, Larger screen sizes, The full flat
square tube, Edge technology and amazing aesthetics. Onida
International Ltd. was high quality range of colour TVs for
the price conscious consumer and lower price conscious
consumer. Also it has very recently launched Internet
television for growing children in the growing trend.
The company has invested Rs. 45 crores in molding
shops to meet their entire requirements of cabinets for
television, audio, VCD and tubes. For washing machine, to
has also invested RS. 20 crores in component producing
facilities to make fly back.
The company is still developing with great speed like
today its turnover is more than Rs. 3850 cr. Like this theprogress is smoothly going on add it breaks the old record
by establishing new record.
Onida International Ltd group companies have won
prestigious approvals and certifications from Indian andabroad. Institute, Germany, the British standards. The CE
approval from exporting to Europe and the ISO -9001
certification obtained from BVQI.
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Onida International Ltd.
GROWTH OF ONIDA COMPANY
We have now entered into the world of 21st century.
This new century has put before us many new challenges,
which we have to readily accept. It has also created many
innovations, which might have been unimaginable of
unbelievable for people with the changed.
Looking ahead Onida International Ltd. is Indias
largest consumer. Electronics & home Appliances
Company, with increasing investment in diversifiedbusiness.
THE GROWTH OFTE COMPANY S AS FOLLOWS
Production of colour & Black & white TV.
Setting of Vada plan & production of washing
machine.
Production of Adios Products.
Introduction of new technology and double window
dynamic wide.
Internet Television
The biggest advertisement event of the year is
coming to India & Onida has become the official co-sponsor of ad-Asia 2003 the conclave that being
together the most brilliant minds in the field of
marketing & advertising.
It has launched is disk washers.
It had launched 2 new series and 8 new products .
Production of electronic Micro waves & Air
conditioners.
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Onida International Ltd.
PROMOTERS AND OTHER INFORMATIONS
Promoters :- Mr. G.L. Mirchandani
Mr. Vijay Manshukhani
Board of director:-
Mr. G.L. Mirchandani.
Mr. vijay Manshukhani.
Mr. Manoj Maheshwari. Mr. Vimal bhandari.
Mr. Haresh Mariwala.
Mr. Ranjan Kapur.
Bankers :- Bank of India
Panjab National Bank Industrial Bank Ltd.
State Bank of India
H.D.F.C. Bank.
Corporate Office :-
MIRC Electronic Ltd.
Onida House , G-1,
MIDE Mahakali Caves Rd.
Endheri (E)
Mumbai 400093,
Tel. 022 28200435
Visit As At:- www.onida.com
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Onida International Ltd.
Major Production Center :-VADA
Onida International Ltd. :-MIRC Electronic Ltd.
Onida House , G-1,
MIDE Mahakali Caves Rd.
Endheri (E)
Mumbai 400093,Tel. 022 28200435
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Onida International Ltd.
SIZE OF UNIT & TYPE OF ORGANIZATION
Size of Unit :- Onida International Ltd. investment is more
than 20 Corers so we can say that it is large-scale industry.
Type of Organization :-
Onida International Ltd. is a Public Limited
Company.
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Onida International Ltd.
PRODUCT OF THE COMPANY
The product is the most important converser by which
any firm can prove its efficiency and insertion of quality.
Product is a symbol of the business firm. It is center point
around which all the activities of the business i.e.,
marketing, finance, production etc. are woven without a
product nothing to sell, nothing to price, and nothing to run
business. Product is an engine of the vehicle of the company
for providing consumer satisfaction.
They produce colour Televisions, Internettelevision, Flat Colour Television, conventional television,
L.C.D. TV. Washing machine, Flat Air conditioners, DVD
Player, Righter, Micro Waves.
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Onida International Ltd.
INDEX
Sr.No. Particular PageNo
.
1 Introduction. 14
2 Organization Structure. 15
3 Marketing Competitiveness. 16
4 Channel of Distribution. 17
5 Market of Product. 18
6 Market Research. 19
7 Branding & Slogen. 20
8 Marketing Mix. 21
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Onida International Ltd.
INTRODUCTION
Marketing is a social and managerial process through
which individual and groups can obtain what they need and
want through creating offering and exchanging product of
value with others.-Philip Kotler
Marketing is comprehensive term marketing is a
management function to plan promote and deliver product
to the customers. A successful marketing strategy has bettermarketing tools by which the firm may overcome existing
competition. We have to be strong either on one front as all
other fronts, which create a demand for our products. At any
time there may be no advertisement adequate and marketing
management must find ways to deal with marketing
different demand status.
Onida International Ltd. has a marketing department
branches in several cities like, Rajkot, Ahmedabad, Baroda
and Mumbai etc. all marketing decisions are taken from
these branches. Vivek Sharma vice president Marketing
Sales & super vices.
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Onida International Ltd.
ORGANISATION CHART OF MARKETINGDEPAARTMENT
The main aim of marketing department is to translate
consumers demand in to physical product or service. It
helps whole organization. It knows demand of consumers
through marketing channels. The organization of marketing
department is depended on structure of marketing
department.
The marketing department of Onida International Ltd.
is in Mumbai & branches of marketing department are
distributed I several cities.
Te organization chart of marketing department of
Onida as follows;
President
VP VP VP VP
Sales Marketing Sales Production
CE HA
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Onida International Ltd.
MARKETING COMPETITIVENESS
Onida International Ltd. today is a household name
across the nation. Indias No.1 brand of colour TVs, audio
system, VCDs, Washing machine, air conditioners, and
Micro Weves.
Onida International Ltd. is having so many competitors
in the field of each product. The competitors like Sony,
BPL, LG, Aiwa,Samsung and Videocon.
I have noted from my survey that Onida is better than
other companies than consumers demand more than other
companys product.
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Onida International Ltd.
CHANNEL OF DISTRIBUTION
With the competition of production the next problem
faced by the producer is to sell the goods to targeted
consumers. There are always links between producers and
consumers. The way through which the goods fallow from
producers to consumers is called channel of distribution.Marketing channels are sets of interdependent organization
involve in the process of making product or service
available for use of consumption.
Marketing channel decision is among the most critical
decision. Once a firm chooses a marketing channel, it must
be usefully remain for a substantial period. Most producers
sell their goods through wholesalers, retailers or agents,
which forms a part of a marketing channel. They must
choose the chipset channel because it is very risky.
There are two types of channel of distribution channel
is Onida which are as follows;
Distributor/Dealers Direct Dealers
Sub Dealer Consumers
Consumers
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MARKET OF PRODUCT
The main product of Onida International Ltd. is a
television and home appliance.
Now a day Onida International Ltd. sell over three and
half million consumers in electronic products and more than
two million are in home appliances. The entire product is
designed taking in to consideration the customers advice,
their Convenience, Entertainment, and Comfort etc. it has
over of the market.
In short Onida International Ltd. has both domestic and
international market.
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Onida International Ltd.
MARKETING RESERCH
Beside the internal report of marketing executives, the
management often focused study of specific problem and
opportunities for better marketing activities. The
management often was to face the problem related with
marketing like, pricing decision, promotion decision, marketsegmentation etc. These problems look to be the decreased
the marketing and therefore, the exact sure is required.
In marketing research the marketing is the doctor tocare all these decease.
We can find its systematic meaning from its definition
shown below;
Marketing research is the systematic design,
collection analysis and reporting of data and findingrelevant to a specific market situation facing the company.
Onida International Ltd. carried out their research work
in regular interval, personally when there is a fluctuation
sale of any product of the company, some times the
company also carried out research work to know the view of
the people about the new introduced product of thecompany.
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Onida International Ltd.
BRANDING AND SLOGAN
The word BRAND is a comprehensive term. A brand
is a name, term, symbol or design to identify the goods or
services of one sellers or group of sellers and differentiate
them from their competitors.
Some slogans are used in branding and trading the
slogan with right meaning attracts the consumer to purchase
the particular product.
Onida International Ltd. has slogan as follows;
Poison, You will die for it.
Nothing But The Truth.
Agge , Subse Agge Onida.
Expect More From Onida.
We love winning , We Love Onida .
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Onida International Ltd.
MARKETING MIX
(A) PRODUCT :-
Product is an engine of vehicle of the
company for providing consumer satisfaction. The product
is most important conversion by which any firm can prove
its efficiency indentation of quality product is a symbol of
the business firm. Product is center point around which all
the activity of the business i.e. finance, marketing,
production, etc. are woven without a product nothing to sell,
nothing to price, nothing to run a business.
Onida has divided its product in to three parts;
Consumer electronics.
Home appliances.
Business electronics (New Products).
They produce colour television, washing machines, video
cassette player, audio disk washer, power inverter, air-
conditioners, and Internet television.
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Onida International Ltd.
(B) PRICE :-
Price is the matter of vital important to both
the sellers and the buyers in the market place without
pricing they can not be marketing only when a buyer and aseller agree on price we can have exchange of goods or
services.
Onida International Ltd. gives more important to
prices. They set the price as much as possible as low so that
middle class and poor class people can also purchase their
product.
This company has three objectives in price wise:-
product, quality and leadership. This company gets success
in all these objectives.
The price policy of Onida International Ltd. is
formulated keeping in my mind he fact that majority ofOnida consumers belong to upper class and upper middle
class family. Therefore, the pricing policy if formulated insuch a way that it is affordable by all classes of people and
it not a burden on their income. The top management of the
company formulates all policies.
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Onida International Ltd.
(C) PLACE :-
The place mix decision, the decision of
location also plays a critical ole for retailer should locate
enough stress in easy city to gain promotion and distributioneconomics. The place includes channels of distribution,
coverage, inventory, transport, warehousing.
Distribution channel means the channel by which
finished product is reached from producers to consumer or
users. It is the channel through which goods are made as
smoothly as possible.
Onida International Ltd. has two level channel of
distribution of different products. Onida has a network of
over 3850 dealers & 208 distributors.
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Onida International Ltd.
(D) PROMOTION:-
Promotion is the process of marketing
communication involving information, persuasion and
influence. Promotion has three major purpose, ifcommunicates marketing information to consumers users
and retailers. The promotion mix includes the following :
Sales promotion
Advertising
Sales force
Publicity
Live Demo
Onida International Ltd.as different promotion policy
for different product for different tools of promotion like
sales promotion, advertising, sales force, publicity, direct
marketing. Marketing department of the company defines
this policy.
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Onida International Ltd.
INDEX
Sr.No. Particular PageNo
.
1 Introduction. 26
2 Meaning and Classification. 28
3 Advertisement Components. 30
4 Major Advertisement Decision.
Mission.
Money
Message
Media
Measurement
31
32
37
44
5158
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Onida International Ltd.
INTRODUCTION
Advertising is a form of mass communication it is paid
for by a sponsor who wants to communicate about his
product or service to his customer.
Advertising can be defined as :-
Mass paid communication of goods, services or
ideas by an identified sponsor.
It communicates some special information aboutproduct to people. However, advertising is only one elementof the promotion mix. It is often consumer special
performance in the overall marketing mix design. Also
advertising has now a days become a part of commercial
like. Hence, advertising is the most effective tool for
reminding and communicating the mass people.
Advertising involves the uses of such media as
magazines and newspapers, outdoor, posters, signs, radio,
television, catalogues, directories, pamphlets, direct
marketing etc.
As far as the advertising management of Onida
International Ltd. is concerned there is no doubt that, it isadequately and continuously managed with considerable
efforts in very accurate directions.
Onida International Ltd. advertising is effective and
attractive and perhaps it is the factors by which it has been
really able to generate and create good demand and a
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Thus, advertisement may also be viewed as social
institution as an art from as an instrument of business
management as field of employment and profession.
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Onida International Ltd.
MEANING AND CLASSIFICATION
1. Meaning :-
The word advertising originates from a Latin
word Advertise which means To turn To the dictionary
meaning of the term is To give public notice or to
announce publicity.
Advertising is any paid form of non-personal
presentation and promotion of ideas, goods or services by
an identified sponsor.
It is paid communication because the advertiser has to
pay for the space or time in which his advertisement
appears.
Advertisement has main purposes the real purpose of
advertising is only one, to sell a product, a service or an ideathrough effective communication. Advertisement has other
purposes as well as like long term buildups of corporate
image, buildup board loyalty, information dissemination
about a sale, service or event, promote the morale of sales
persons and dealers etc.
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2. Classification :-
The Layman is inclined to view, all advertisement
as being much the same yet, no advertisement situation are
exactly alike. Different companies produce differentproducts and want to motivate and attract different kinds of
customer groups. So, obviously advertising campaign would
be different.
The following classification outlines the broad scope of
these differences;
National Advertising
Retail Advertising
Industrial Advertising
Trade Advertising
Professional Advertising
Onida International Ltd. as well as Onida group of
companies produces consumer goods, so that they use to
advertise, Nation wide advertising to the ultimateconsumers and target market for response of Buy our
Brand.
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Onida International Ltd.
ADVERTISEMENT COMPONANTS
Any advertisement, we see or hear has not been just
prepared easily effortlessly but it is the product of a series of
investigation strategic plans, practical decisions, the final
advertised campaign. Therefore, any advertisement mainly
involves following;
Research components :-
To research consumers like & dislike towards the
product or services and than to advertise the product into the
market.
Strategic components :-
Strategic plans in firms of objectives market
declination, setting the appropriation developing, creating
strategy and media plans.
Practical component :-
Practical component involves decision in regard
to budget expenditure and buying media scheduling andadvertisement constructions including advertisement copy,
layout, and production.
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Onida International Ltd.
MAJOR ADVERTISING DECISION
The main goal of any advertisement is to wake a
proper response from the prospective group of people for
whom it is meant. Hence, in creating advertisement
programme-marketing manager must always start by
identifying the target markets and buyer motive. Than, theycan proceed to make the 5 major decisions in developing
advertisement programme, famously knows as 5Ms.
What are the advertising objectives? (Mission)How much can be spent? (Money)
What message should be send? (Message)
What media should be used? (Media)
How result should be evaluated? (Measurement)
The Onida handles all these 5Ms very much carefully
and in a specific manner.
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1. Mission.
What are the objectives ?
Objectives of Advertising.
Qualities of Advertising.
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OBJECDTIVE OF ADVERTISEMENT
It is said that advertisement is nothing but a way of
sharing something effectively, i.e. to say about the product,
its features, significant etc. so that consumer become ready
and willing to purchase the product. The objectives of
advertisement are listed under following heads;
Preparing Ground For New Product:-It is natural that new product needs
advertisement because potential customers have never used
such product earlier. Therefore, advertisement prepares a
ground for that product.
Creation of Demand:-It is universally accepted fact that
advertisement has always been able to generate and create
demand to the largest extant and it is one of the primeobjects.
Reminding Customers:-Advertisement is having immersed capacity
to remind the customers and memorized him about the
product and its other features. Now a day, in a cutthroat
competition customer is always flooded with many productsand innumerable players. Advertisement creates import on
his mind hence, it is necessary that our advertisement gets
repeated and reminds him so that it will ultimately be able
to enhance the demand for our goods, services and ideas.
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Facing Competition;-Competition exist in all types of business and
no better weapon can be used in this competition batter
other than advertisement. So, in order to inform and pursued
our potential and existing customers in his cutthroat
competition. Advertisement is always important weapon.
Enhancing Reputation:-It is wrongly believed that advertisement is
necessary only in starting period of product but
advertisement is continues process. Advertisement that isprepared smartly and efficiently and in a proper system with
up to date change can create and generate the goodwill of
the company.
Changing Attitude and Belief of the Customers:-It is fact that prime objective of all
advertising is to change habits and mind set of customers.So a well prepared advertisement considering innumerable
factors and eliminate in a specified manner can help to
change the attitude and belief f the customers group in large
and individually.
In India, Onida group of company is the market leader
in the electronic field and the market share of each productis also high, the main objective of advertisement of
company is to maintain current demand stage and stimulate
more brand usage.
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QUALITIES OF ADVERTISIENG
After setting, the objective of advertising the advertiser
must have some distinctive qualities, which become helpful
in fulfillment of objectives, which are as follows;
Public Presentation:-
Advertising is a highly public mode of
communication. Its public nature confers kind of legitimacy
on the product and suggest a standardize offering. Because
many people receive the same message, buyers know that
their motives for purchasing the product will be publicly
understood.
Pervasiveness:-
Advertising is pervasive medium that permits the
seller to repeat a message much time. It also allows the
buyers to receive and compare the message of variouscompetitors. Large-scale advertising by a seller says
something positive about the sellers size, popularity and
success.
Amplified Expressiveness :-
Advertising provides opportunities for
dramatizing the company and colour. Sometimes however,the tools at expressiveness many dilute or distract from the
message.
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Impersonality :-
Advertising cannot be as compel as accompany
sales representative. The audience does not feel obligated to
pay attention or responded. Advertisement is able to carry
on only monologue, not a dialogue, with the audience.
In Onida group of companies all these qualities are
maintained in their advertisement.
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2. Money
How Much Can Be Spend ? How To Spend ?
Where to Spend ?
Introduction
Area of Decision
Factor Affecting Advertising Budget.
Administration and Control. 0% Interest
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INTRODUCTION
After determining advertising objective, the company
can proceed to establish its advertisement budget for each
product or for all products. The role of advertising is to
increase the products demand curve. The company wants to
spend the amount required to achieve the sales good. Buthow does it know that it is spending the right amount ?
In advertising the principle instrument used in
performing these functions is the advertisement budget. In asense, the entire administrative process reviewing past
operation, controlling on going operation and planning a
head center on the budget. Budgeting encourages previous
planning. It helps to keep expenditure with in predetermined
limits.
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AREAS OF DECISION
An advertising budget encompasses two areas of
decisions,
The total amount of rupees to be spend foradvertisement is termed as appropriation.
Now these rupees will be spend.
Onida International Ltd. group of companies has spend
Rs. 29 Cr. And today it has reached to 4000 Cr.
Approximately in advertisement media.
Therefore, we may say that Onida International Ltd.
take good step and spend money at high level to advertise,
its product and handle if properly.
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FACTORS AFFECTING ADVERTISINGBUDGET
Generally, the following factors must be considered bymost of the companies while preparing the advertising
budget.
Stage in Product Life Cycle :- New product typically receive large
advertising budget to build awareness and to gain consumer
trail. Established brands usually supported with Low budget
as ration to sales.
Market Share and Consumer Base :-High market share brands usually require
less advertising expenditure as percentage of sales to
maintain their share. To build share by increasing market
mix or market share require large advertisement budget.
Competition and Cluster :-In a market, with a large number of
competition and high advertisement spending a brand must
advertise more heavily to the heard above the noise not
directly competitive to the brand creates a need for heavier
advertising.
Advertising Frequency :-The number of repetitions needed to put
across the brands message to consumers also determines
the advertisement budget.
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Product Substitutability :-Brands in a commodity clad require heavy
advertising to establish a differential image. Advertisement
is also important when brand can offer unique physical
benefits or feature.
Size of Budget:-Amount of money to be spend in
advertisement is of vital concern to the company and to the
agency chosen to serve the company.
Above noted all factors are taken in to consideration by
advertisement department of Onida International Ltd. But in
present stage of competition in India for electronic goods
they give more weight age to competition and cluster, sothey advertise its product more frequently and prepare
budget on that ground.
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ADMINISTRATION AND CONTROL
A successful budget system requires constant and
careful check on all expenditures; care must be taken to see
that advertisement practice does not run counter to the plans
worked out carefully and systematically and incorporated
into the budget. This will require periodic checking ofexpenditure especially for such items as stores, display
special sampling campaigns, conversion expenditure and
similar items that are not subject to specific contracts.
In Onida International Ltd. complete and systematic
record are kept. Such records consist of total amount
appropriated for advertisement and complete detail and
listing of how this is to be expended. Not only the amount
for the anticipated expenditures for each items are also
recorded.
In Onida International Ltd. control and administration
budgets maintain by proper checking of sales result by
products and by sells territories. Based on these cheeks the
budget is changed to harmonized will the philosophy, which
directed its creation.
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0% INTEREST
It is well known act that the problem of money arises.
Is prevailing everywhere. In addition, in this trend the
demand and wants o the customers are ultimate when one
demand is satisfy the other demand is emerges.
The most common demand of most of the customer is
about electronics and home appliances.
For easy consumption of desired product by customers.The Onida International Ltd. has given very attractive
scheme i.e. to provide its product in the installment basis at
0% interest.
For these purpose, total management decided the price
of the product, which are given on the installment basis at
0% interest. The company not only has to see the benefit ofthe customer but also keep in mind that there should be no
loss out of such schem. In addition, they have to achieve or
reach the target so decided by them while designing such
schemes.
To decide the price and target of sales volume out of
such scheme is not an easy task but Onida International Ltd.does this with more effectively and efficiently.
The finance provided in Rajkot by country wide, Bajaj
Finance and GE countrywide. The interest for this finance
may very with a change in scheme, installments provided
amount is it depends on financial institution from where the
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3. Messages
What To Say ? How To Say Logically ?
How To Say It Symbolically ?
Who Should Say It ?
Introduction
Advertising Copy Advertising Appeal
Advertising Layout
Slogan
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INTRODUCTION
Having defined the desired audience support, the
company moves to develop an effective message, well
designed message should gain attention, hold interest
around desire and generate action in practice, few messages
take the consumer all the way from awareness throughpurchaser but the AIDA framework suggests the desirable
qualities.
Formulating the message will require solving,
a) Advertising Copy
b) Advertising Appeal
c) Advertising Layout
d) Slogan
Each advertisement of the company indicates accuracyand perfection about all discussed point. Its structure format
and highly attractive and most effective. In addition,
company chooses the super star models for punching a new
product with blast.
Thus, Onida International Ltd. has selected to the
ambresedar is Devil.
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Onida International Ltd.
ADVERTISING COPY
Advertising copy covers all items appearing in an
advertisement the written words, pictures, design, label and
logo, it is prepared by an expert copywriter. It is a written or
spoken material of advertisement communication and
includes the headline name and address of the advertiser as
well as the text of the message. Advertising copy is a
creative business, demanding a lot of imagination and
foresight. Thus, advertising copy should be in simple, easily
understandable attractive and persuasive language.
In Onida International Ltd. the message formation has
given more weight age as for format of message is one of
the most important part in advertisement. It is suggested by
the experts, which are appointed by company and finalized
after taking opinion of the head of the advertisement
department and president of marketing.
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Onida International Ltd.
ADVERTISING APPEAL
The communication has to figure out what to say to the
target audience to produce the desire response. His process
has been variously called the appeal theme, Idea or unique
selling proposition. It amounts to formulating some kind of
benefit motivation, identification or reason why theaudience should think about the product in short, it
represents the specific point of view or idea to be stressed in
the advertisement.
The three types of appeal are,
Rational appeals to the consumers self interest. They
show that the product will produce the claimed
benefit.
Emotional appeals attempt to stir up some negative
or positive emotion that will motivate purchase.Communicators have worked with fear, guilt and
same appeal and getting people. Communicator also
uses positive emotional appeals such as humor, love,
pride and joy.
Moral appeals are directed to the audiences senses
of what is right and proper.
Onida group of companies mostly used to
advertisement their product with positive emotional appeals.
Some time they also use rational and moral appeal for
special advertise.
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Onida International Ltd.
ADVERTISING LAYOUT
An advertisement layout is a sub part of advertising
copy. Advertising layout deals with proper and attractive
physical arrangement for the best presentation of the
message or sales communication.
In preparing the layout of an advertisement, such care
should be taken to ensure that it makes a proper appeal. And
it should be designed to provide a logical, clear, unified
present at in of the advertising message. It also must beensure that various element of the layout are properly
balanced. These elements are;
1. Headline :-
The headline comes first. It must be in fresh
wording. If, it is well worded, people will be stimulated who
read the message. So, it should be clear, simple, short andattractive to hold the attention of the customer.
2. Illustration :-
Illustrations are in the form of line drawings,
cartoons, pictures, symbol, photographs for creating
interest, attracting attention and desire. Illustration is the
best and most effective way of communicating of ideas at aglance.
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3. Colour :-
Colour is an important ingredient of
advertisement, colour gives a great pleasure to eyes and also
help to gain an attention, these are most popular colors likeblue, red, and green, used in advertisement. Each colour has
an individual significance in communication of ideas.
4. Body Copy and Text:-
It is the advertisement message. It is called
the heart of advertising copy. It is the sales talk performing
function of salesmanship. It will point out selling point ofthe product where it can be secured what is its price, how it
is to be used. It gives all essential information as well as
guidance to the prospect.
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Onida International Ltd.
SLOGAN
A good phase used and repeated often in advertisement
becomes a slogan. It should be original and remember able.
And a slogan should be short, simple and rhythmic enough
to be catchy.
For headlines, it always uses fresh and meaning full
combination of wordings.
For illustration, it uses the alphabet E on either side,which represents Electronics to Energy.
For slogan, it has meaningful and masterly slogans,
Bring Home The Leader. We Love Winning, We Love Onida. Nothing But The Truth. Right Movement for Right Time. V Are The Future.
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Onida International Ltd.
4. Media
How To Communicate ? Selecting The Media
Introduction
Selection Of Specific Media
Media Scheduling
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Onida International Ltd.
INTRODUCTION
One of the most vital decisions in the developing in
advertising strategy is the selection of media to be
employed. A good selection of advertisement leads
organization towards success. Because it is indeed a vehicle
by which an advertiser or manufacturers convey their
message to large group of customers regarding particular
product.
Selecting media is a tough task because not only it is achoice making exercise but also because it has to operate inthe area of the psychology where nothing can be decided
accurately. Each of the mass media has specific
characteristics, potentials and liabilities that must be taken
into consideration on one hand and the prospective type of
group segment of customers on the other had when selecting
a medium for advertising effort.
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Onida International Ltd.
SELECTING OF SPECIFIC MEDIA
The term media is plural for medium. In advertising
term medium is channel of communication such as,
Newspapers, Magazines and Vehicles for currying, the sales
message of advertising to the customer.
The advertising media may be direct or indirect. Direct
method of advertising refers to such methods used by which
he could establish a direct contract with the perspective
consumers. Indirect method of advertising is the use of ahired agency spreading the information, mostly media are
indirect.
Onida make selection of media on following bases;
Target audience media habits
Media spread and effectiveness
Message
Lost
Frequency
Product
The main types of media exploited by Onida are,
1. Print media
2. Out door advertising media
3. Direct mailing advertising media
4. Audio visual advertising media
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1. Print Media
Advertising in the print media is the oldest
and the largest on terms of advertising. The advertising
spend more money on print media that any other media. Inprint media, there are two types of media, which are given
as under,
NEWS PAPER
Newspaper is widely needed by the people in
cities. The newspapers have their circulating in almost all
language. Therefore, the large number of people reads theadvertising message given in newspaper. So that, the
advertising message in it reaches to large number of people.Newspaper advertising is easy to prepare and newspaper are
a relatively inexpensive medium.
The Onida International Ltd. uses newspaperadvertisement media. They are giving there advertising in
various newspapers namely Times of India, GujaratSamachar, Sandesh, Indian Express and Economic Times
etc.
MAGAZINES
Magazines are the second publication
medium available to an advertiser. The magazines are
published weekly, fortnightly, monthly etc. the newspaper
advertising has a very short life but the magazinesadvertisement has longer life because magazines are to eread again and again so they leave a lasting effects on minds
of people. The magazine advertisement creates prestige,
reputation and image of quality.
The Onida International Ltd. uses magazine
advertisement in many magazines as Chitralekha, India
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2. Out doors Advertising Media
Out door advertising is the oldest from of
advertising. Todays outdoor media of advertising are
nothing but a retirement of the ancient method of deliveringmessage to a large group of people. Outdoor media include
outdoor advertising in several forms such as posters, wall
painting, boarding, dealers board, sign board, electric sigh,
highway advertising.
3. Direct Mailing Advertising Media
This method is direct in its approach
therefore; it referred to as Direct Advertising by this
method the advertising message is directly addressed to the
prospective customer. In this media, we find writtenmessage to the potential buyer. Direct mail advertising
media only take variable forms such as the booklets,
leaflets, folders catalogs and gift articles.
4. Broadcasting Advertising MediaIn broadcasting advertising media, there all
places. This is very effective advertising media and it is
gaining popularity in our country. There are mainly two
medium of broadcasting media,
RADIO ADVERTISING
The radio advertising is broadcasted in
almost all places. This media has become very popular invillage or urban area. The advertisement through the media
is given to keep in mind the general and special interest of
people. This media is very economical and advertising
message reaches to the customers.
Onida International Ltd. does not give regularly their
advertisement on radio compare to the T.V.
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Onida International Ltd.
TELEVISION ADVERTISING
This is another broadcasting media in the last
useful of decades, the television is a home and family
media. The media covers most of people and reaches very
lastly. To television in national, network the advertisers
reach to the national market. The message is more effective
and impressive especially in the colour television, which
had added new dimension television advertising.
Through this media, the qualities and characteristic of
the product can be well explained. It provides a scientificambition of features of screened, sight and option that not
other medium has been able to provide.
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Onida International Ltd.
MEDIA SCHEDULING
All the advertising expenses prove worthless the
advertising of products is not given on a proper time; here
the media scheduling is essential for the effectiveness of
advertising.
The company uses various scheduling for its particular
product usually known as Macro scheduling and Micro
scheduling,
1. Micro Scheduling
The company has to decide how to schedule
the advertisement in relation to seasonal and business
trends.
2. Macro Scheduling
The macro scheduling problems calls forallocating expenditure advertisement within a short period
to obtain the maximum impact.
Both of these are very carefully handle in Onida
International Ltd. and proper allocation is made for both
with respect to advertisement budget by advertisement
department.
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5. Measurement
What Should Be The Result ?
Introduction
Aspects Touching Measurement
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INTRODUTION
Good planning and control of advertisement is largely
depending upon the measurement of advertising
effectiveness. By measurement, they can know that which
advertisement and what elements of various advertisement
get the best response, what position produces to betterresults, what medium pulls better, which type of media
proved effective in particular region etc. and by these
company can wrap up, how well a whole advertising
campaign is progressing.
Really, how will a particular advertisement or
campaign performs is largely determine by the knowledge
and skill of the people preparing it. People who are sensitive
to the measuring situation and proficient in the art of
communication are more likely to produce effective
advertisement.
So, Onida International Ltd., the principal reasons for
testing all, to avoid costly mistakes, to predict the relative
strength of alternative strategy and tackles and to increase
the efficiency of advertisement.
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ASPECTS TOUCHING MEASUREMENT
Measurement of advertisement is done through
following four questions,
(1) What to test ?
Most measurement of advertisement
effectiveness is of an applied nature dealing with specific
ads and campaigns. Many companies develop an
advertisement campaigns, put it into the national market and
then evaluate its effectiveness.
A Communication Research:-
Communication effects research seeks to
determine whether an advertisement is communication
effectively, called copy testing.
Onida International Ltd. use to direct rating method for
advertising presenting. They ask directly to consumers anddealers to rank alternative ads. These ratings are usual to
evaluate ads attention read through cognitive effective and
behavior strength.
Onida International Ltd. in also interested in measuring
the overall communicating impact of a completed ads
campaigns. They generally measure that what extent did the
ads campaigns increase brand awareness, state brandpreference.
B Sales Effect Research:-
Communication effect research Helps
Company to access ads communication but it reveals the
impact on sales. It is generally harder to measure, than
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communication effect. Because sales are affected by many
factors besides advertising.
Onida International Ltd. is only interested in findingour whether they are over spending or under spending on
advertising. To last research, they found that they are using
more TV advertisement as they previously used.
Therefore, we may can that Onida International Ltd. is
striving to measure the sales effect of advertisement
expenditure instead of setting only of communication effectresearch.
(2) When to Test ?
Testing is appropriate at any stage of
advertisement process. In the planning stage, it may be used
to test the efficiency of alternative appeals or themes. To the
execution stage, it may be a matter of presentation. Thequality control stage, advertisement may be tested for
standard of performance. Campaigns may be taste after theyhave run to determine what results are achieved.
So, the stage of current competition of Indian
Electronics World, Onida International Ltd. is used to
advertising effectiveness continentally, mostly two or threetimes in a year.
(3) How to Test ?
There is no single best way to test. In a
sense, every test is an experiment to measure therelationship between advertisement variables on the
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stimulus side and changes in pre-disposition and other
relevant behaviors on the response side.
(4) Where to Test ?
Where is the test to e administrated? In a
laboratory or in the field? How responses are obtains?
Forced or voluntary.
Onida International Ltd. generally test and
effectiveness in field as well as in laboratory because of to
overcome from the limitation of both the method.
They generally test their advertisement effectiveness
on the following criteria,
Validity Reliability RelevanceIn short, we may say that in Onida International Ltd.
advertisement effectiveness testing is done very
systematically and it helps to minimize the cost, to increase
in sales and to increase in brand awareness and as well as in
companys profit.
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Onida International Ltd.
INTRODUTION
Marketing research can be defined as objective and
systematic collection recording and analysis of data relevant
to marketing problems of a business in order to develop an
appropriate information base for decision-making in the
marketing area.
Marketing research is the systematic gathering,
recording and analyzing of data about problems relating to
the marketing of goods and services.- American Marketing Association
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OBJECTIVE OF THE STUDY
To determine objective is first in the planning process
once target is decided the ways are easily found out. The
following are the major objectives of this research study :-
To find out consumer awareness aboutvarious brand.
To study the preferences and perception ofcustomers regarding various brands.
To find out influence on buying decisionprocess.
To find out price consciousness ofcustomers. Customers satisfaction regarding productand company. To study on brad loyal and brands. To focus attention on a particular marketsegment with tailor made marketing campaign.
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Q-1. How much consumers are ready to pay for 29
inch Conventional TV ?
Option (Price) Consumers response Percentage
15000-18000 44 44%
19000-21000 22 22%
22000-25000 23 23%
Above 25000 11 11%
Total 100 100%
0
10
2030
40
50
60
70
80
90
100
Consumers response Percentage
15000-18000
19000-21000
22000-25000
Above 25000
Total
Conclusion :
I find out that most of the consumer is
ready to pay 15000 to 18000 for 29 inch conventional TV.The actual price of it is Rs. Between 19000 to 21000 so
company should reduce the price to attract the consumers.
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Onida International Ltd.
Q-2. How much consumer are ready to pay 29 inch
Flat TV ?
Option (Price) Consumers response Percentage
19000-21000 46 46%
22000-25000 25 25%
25000-29000 20 20%
29000-31000 9 9%
Total 100 100%
0
10
2030
40
50
60
70
80
90
100
Consumers response Percentage
19000-21000
22000-25000
25000-29000
29000-31000
Total
Conclusion :
From the above graph I find out that
most of the consumers are read to pay Rs. 19000 to 21000for 29 inch Flat TV but its not like that no body is ready to
pay high price. But if company reduces its price than they
can cover more market.
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Onida International Ltd.
Q-3. Which brand do consumer prefer ?
Option Consumers response
(No. Of consumers)
Percentage
Onida 25 25%
Philips 6 6%
Sony 20 20%
LG 15 15%
Videocon 23 23%
Others 11 11%
Total 100 100%
01020
30405060708090
100
Consumers
response (No. Of
consumers)
Percentage
Onida
Philips
Sony
LG
VideoconOthers
Total
Conclusion :
From above graph I find out that
consumer prefer 25% Onida, 6% Philips, 20% Sony, 23%Videocon, 15% LG and 11% other. So, consumer prefers
Onida to the other brand, but difference is less so company
has to concentrate it. The main competitors o the company
is Videocon and others like; LG, Sony etc.
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Q-4. Why would consumer like buying 29 inch TV ?
Option Consumers response
(No. Of consumers)
Percentage
Prestige 10 10%
Upgrade 14 14%
Good viewing 64 64%
Experience
Others 12 12%
Total 100 100%
0
1020
30
40
50
60
70
80
90
100
Consumers
response (No. Of
consumers)
Percentage
Prestige
Upgrade
Good viewing
Experience
OthersTotal
Conclusion :
From the above graph I find out that
most of people want to buy 29 inch TV because of goodviewing experience so we can say that company should take
care of this and accordingly launch the product.
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Onida International Ltd.
Q-5. Which features do consumer prefer from 29
inch TV ?
Option Consumers response
(No. Of consumers)
Percentage
Picture-in-picture 20 20%
Sound wattage 35 35%
High resolution
picture
35 35%
Looks 10 10%
Total 100 100%
01020
30
40
50
60
7080
90
100
Consumers
response (No. Of
consumers)
Percentage
Picture-in-picture
Sound wattage
High resolutionpicture
Looks
Total
Conclusion :
From the above graph I find out that
consumer prefer sound wattage and high-resolution picturefrom 29 inch TV. So company has to concentrate on these
two features to attract consumer.
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Onida International Ltd.
Q-6. How much price will consumer be able to pay
for projection TV ?
Option Consumers response
(No. Of consumers)
Percentage
75000-100000 60 60%
100000-120000 21 21%
120000-150000 11 11%
Above 150000 8 8%
Total 100 100%
0
1020
30
40
50
60
70
80
90
100
Consumers
response (No. Of
consumers)
Percentage
75000-100000
100000-120000
120000-150000
Above 150000
Total
Conclusion :
From the above graph I find out that
consumer are ready to pay 75,000 to 1,00,000 that meansfewer prices for projection TV. But I also find 21% people
who are ready to pay 1,00,000 to 1,20,000.
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Q.7. Which brand TV do you have ? Which brand
TV do you want to replace ?
From this question I find out that they are many bradwhich consumer prefers like ONIDA, SANSUI,
THOMSON, SONY, VIDEOCON etc. but most people
have ONIDA and they want to replace ONIDA only. BPL
and SONY and VIDEOCON are also most demanded
brands and they are giving great competition.
Q.8. What size TV do you have? Which size TV doyou want to replace ?
From the viewpoint of my survey I find that every
people have 21 inch TV and they want to replace 29 inch.So, company concentrate on the requirement of people why
they prefer this size TV and accordingly pay attention on
production.
Q.9. Your opinion about high end TV
I find out that people prefer TV up to 29 inch not more
than that because they give more important to size at house
and after their hobbies for big size TV.
Q.10. Your opinion about ONIDA
From my survey I find out that everyone prefers
ONIDA but they want more quality less price and also they
feel that company provides less after sales services. So,
companys product is good and quality is also good but
company has t concentrate on after sale service, which is the
most important point from the present scenario.
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DEALERS INFORMATION
Channels of distributions indicate routs or pathways
through which goods and services flow or move from
producers to consumers. Generally, producers in todays
market do not sell the goods directly to final consumers.
However, there is always a market intermediary betweenthem. These intermediaries may be retailers, distributors,
dealers etc.
Onida International Ltd. also sell its product with thehelp of dealers. Onida has over 3850 dealers covering
almost each and every part of India. Dealers of Onida
International Ltd. are found in metropolitan cities, small
cities and in towns with maximum number of customers
who want qualitative products. Onida International Ltd. can
keep a large market share because of the help of dealers.
With the help of dealers, they can satisfy their aims,objectives and targets. Dealers of Onida group give a good
mouth word of their product and provide after sales
services. Dealers are given returns for their extraordinary
services. They are provided with rewards at time and
percentage on profit margin. Dealers who make maximum
sales are awarded with big gifts etc.
Many of the dealers of Onida International Ltd. does
not sell only one brand product but they are also engaged insale of other companys product like BPL, VIDEOCON,
LG, etc.
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Thus, by making the survey through dealers, we can
find the Onida International Ltd., really stand at the 1st place
on at the top place all over India.
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CONCLUSION
Viewing Onida International Ltd. from every angle, it
can be conclude that over all the unit is progressing god
because Onida International Ltd. has provided excellent
quality of product due to sophisticated technology,
computer used and highly qualified technical staff. By thisway, they can able to create a good demand for their
product and satisfy the consumer.
As far as advertisement is concerned, this companysadvertising department is effective and they spend lot of
money for the advertisement and attract the customer.
It can be said that credit of success of the company
goes to the management as well as workers and employee
that Onida International Ltd. has bring bright future.
In short, its grip on every aspect of the business is tight
which helps it in fight every uncertainty. It is continues to
do well, sure its future will be full of success.
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BIBLIOGRAPHY
Marketing Management - Philip Kotler
Advertising Management - Philip Kotler
www.onida.com
http://www.onida.com/http://www.onida.com/