JAIPUR NATIONAL UNIVERSITY

BBA - 307
A PROJECT
ON
“EMPLOYEE COMMITTMENT”

Submitted to the School of Distance Education & Learning in partial

fulfillment of the requirements for the award of the degree Bachelor of
Business Administration (BBA)
2019

SUPERVISOR: SUBMITTED BY:

Mr. Karthikeyan S ArunKumar S
Project Manager Enrolment No: JNU-jpr/de/18/01/88/00494
Bluewater, Dubai Roll No.: 0270120180072

Jaipur National University

School of Distance Education & Learning
Jagatpura, Near New RTO, Agra By-pass Road Jaipur-302017

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 CERTIFICATE OF ORIGINALITY

This is to certify that the project report entitled "EMPLOYEE

COMMITMENT " submitted to Jaipur National University, Jaipur in
partial fulfillment of the requirement for the award of the degree of
Bachelor of Business Administration (BBA), is an authentic and original
work carried out by ArunKumar S with enrolment no. JNU-
jpr/de/18/01/88/00494 under my supervision and guidance.

The matter embodied in this project is genuine work done by the

student and has not been submitted whether to this University or to
any other University / Institute for the fulfillment of the requirements of
any course of study.

…………………………. ……………………….
Signature of the Student: Signature of the
Guide Date: …………… Date:
……………..
ArunKumar S Mr. Karthikeyan S
Address: M.Tech
137, USA Trade Centre, Project Manager
Sharjah, UAE
PO 28008
Address of the Guide:
137, USA Trade
Centre,
Enrolment No.: JNU-jpr/de/18/01/88/00494 Sharjah, UAE
PO 28008
Page | 2
 JAIPUR NATIONAL UNIVERSITY
School of Distance Education and Learning
JAGATPURA, JAIPUR - 302017

PROFORMA FOR APPROVAL OF PROJECT PROPOSAL (BBA-307)

Roll No. 0280220170209 IGC Center: H.K. Hi-Tech College

Enrollment No. JNU-jpr/de/15/02/13/03131

(1) Name and Address of the Student: Rahul Rajpurohit

(2) Title of the Project: “Effectiveness of Marketing Strategy for LCD
Television (A Case Study Of Mirc Electronics, “Onida”)”
(4) Name and Official Address of Supervisor: Mrs. Mamta Sharma,
H.K. Hi-Tech, Plot No. 4-7, Near Preksha Hospital, Main Pal Road, Jodhpur-
342008
(5) Is the supervisor and Academic Faculty of Management? Yes

(6) If Yes, Name of College: H.K. Hi-Tech College

(7) Courses of counseling: BBA.

(8) Experience of Teaching in years: 6 Years

Signature of Student with date Signature of Supervisor with

date

FOR OFFICE USE ONLY

Project Topic and Synopsis Approved / Not Approved / suggestions for
reformulating of the Synopsis.

Signature of Head with date

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 DECLARATION

This is to certify that the project Report entitled " Effectiveness of

Marketing Strategy for LCD Television (A Case Study Of Mirc

Electronics, “Onida”)" is an original work and has not been submitted is part
or full to this or any other university/institution the award of any degree or
diploma.

Signature of candidate
NAME: RAHUL RAJPUROHIT
ENROLMENT NO.: JNU-jpr/de/15/02/13/03131
SESSION: JULY 2017 – JUNE 2018

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 INDEX

Serial no. Particulars Page no.

1 List of tables

2 List of graphs

3 Executive summary

4 Chapter-1 Introduction

5 Chapter-2 Introduction to organization

2.1 Review literature
2.2 Product Line
6 Chapter-3 Marketing strategy of
ONIDA
7 Chapter-4 Competitors of ONIDA

8 Chapter-5 Research And Analysis

9 Annexure

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 LIST OF TABLES

Serial no. TITLE

1 1.4 Comparison between CRT and LCD

2 2.1.7 Share market position of ONIDA

3 2.1.8 Journey and Achievement

4.3 Comparison of ONIDA and

4
SAMSUNG

5 4.4 Comparison of ONIDA and SONY

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 LIST OF GRAPHS

Serial no. Title

1 Role of size

2 Most preferred size

3 Space for LCD

4 Most preferred resolution

5 Preference for contrast ratio

6 Importance of motion response time

7 Importance of connectors

8 Importance of price

9 Affect of power consumption

10 Need for prior information

11 Brand preference

12 Sound preferred

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EXECUTIVE SUMMARY
Rapid economic growth has revolutionized the Indian electronic
industry.
Among the range of electronic products, television remains the most
popular product among consumers. India is rapidly emerging as a
key player both as a consumer and as a manufacturer. This trend is
set to drive the global TELEVISION industry.
Recently, the Indian TELEVISION industry has witnessed a rapid
shift in trend from the standard Cathode Ray Tube (CRT) technology
to the Liquid Crystal Display (LCD) technology. According to the
report, over the last two years the cost of liquid crystal display
technology has reduced by 30%. Such reduced prices have
contributed to the increased sales of LCD televisions across India.
The research report covers a number of key topics such as
LCDTELEVISION market overview, Indian television industry,
brands, prices, competitive landscape, rural India and changing
consumer behavior. The report mentions the number of television
companies such as ONIDA, VIDEOCON, SONY, LG and
SAMSUNG.
The main reason of choosing this topic is to make analysis of
different brands, in respect of consumer preference i.e.-size, space,
resolution, contrast ratio, motion response time, price, electronic
consumption, and obvious to find the most preferred brand by
consumers, To compare our company product to that company’s
product. That will help my company to adopt changes, if required.

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The research is made by taking interview of some customers who are
either the customer of LCD TELEVISION or willing to buy LCD
TELEVISION and they had made visit to showrooms for enquiry
about LCD TELEVISION. After knowing their preferences I have
compared the feature preferred by customers is present in ONIDA or
not and also compared these feature to mot preferred brand which
customer have suggested.
At last, I have found that all company including ONIDA is offering
same product with approximately same feature, only the difference is
the Marketing Strategy, and availability of the product.

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 CHAPTER -1

INTRODUCTION
1.1 Television Industry

1.2 LCD Television Industries

1.3 History of LCD Televisions

1.4 Comparison of CRT and LCD

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 CHAPTER -1
INTRODUCTION

1.1 TELEVISION INDUSTRY

Color television refers to the technology and practices associated

with television's transmission of moving images in color.

In its most basic form, a color broadcast can be created by broadcasting

three monochrome images, one each in the three colors of red, green and
blue (RGB). When displayed in fast succession, these colors will blend
together to produce a single color as seen by the viewer. One of the great
technical challenges of introducing color broadcasting was the desire to
reduce the high bandwidth, three times that of the existing black-and-
white (B&W) standards, into something more acceptable that would not
use up most of the available radio spectrum. After considerable research,
the NTSC introduced a system that encoded the color information
separately from the brightness, and greatly reduced the resolution of the
color information in order to conserve bandwidth. The brightness image
remained compatible with existing B&W television sets, at slightly
reduced resolution, while color televisions could decode the extra
information in the signal and produce a limited-color display. The higher
resolution B&W and lower resolution color images combine in the eye to

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produce a seemingly high resolution color image. The NTSC standard
represents a major technical achievement.

Although introduced in the U.S. in the 1950s, only a few years after black
and white televisions had been standardized there, high prices and lack of
broadcast material greatly slowed its acceptance in the marketplace. It was
not until the late 1960s that color sets started selling in large numbers, due
in some part to the introduction of GE's Porta-Color set in 1966. By the
1970s color sets had become standard, with all-color broadcasts becoming
common. Color broadcasting in Europe was not standardized on
the PAL format until the 1960s, and broadcasts did not start until 1967.
By this point many of the technical problems in the early sets had been
worked out, and the spread of color sets in Europe was fairly rapid. Most
major markets in North America and Europe were all color by the mid-
1970s, and by the 1980s B&W sets had been pushed into niche markets,
notably low-power uses, small portable sets, or use as monitor screens in
lower-cost consumer equipment and in the television industry.

1.2 LCD TELEVISION INDUSTRY

LCD televisions produced a black and colored image by selectively

filtering a white light. The light is typically provided by a series of cold

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cathode fluorescent lamps (CCFLs) at the back of the screen, although
some displays use white or colored LEDs instead. Millions of individual
LCD shutters arranged in a grid, open and close to allow a metered
amount of the white light through. Each shutter is paired with a colored
filter to remove all but the red, green or blue (RGB) portion of the light
from the original white source. Each shutter–filter pair forms a single sub-
pixel. The sub-pixels are so small that when the display is viewed from
even a short distance, the individual colors blend together to produce a
single spot of color, a pixel. The shade of color is controlled by changing
the relative intensity of the light passing through the sub-pixels.

Liquid crystals encompass a wide range of (typically) rod-shaped

polymers that naturally form into thin layers, as opposed to the more
random alignment of a normal liquid. Some of these, the nematic liquid
crystals, also show an alignment effect between the layers. The particular
direction of the alignment of a pneumatic liquid crystal can be set by
placing it in contact with an alignment layer or director, which is
essentially a material with microscopic grooves in it. When placed on a
director, the layer in contact will align itself with the grooves, and the
layers above will subsequently align themselves with the layers below, the
bulk material taking on the director's alignment. In the case of an LCD,
this effect is utilized by using two directors arranged at right angles and
placed close together with the liquid crystal between them. This forces the
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layers to align themselves in two directions, creating a twisted structure
with each layer aligned at a slightly different angle to the ones on either
side.

LCD shutters consist of a stack of three primary elements. On the bottom

and top of the shutter are polarizer plates set at (typically) right angles.
Normally light cannot travel through a pair of polarizer arranged in this
fashion, and the display would be black. The polarizer also carries the
directors to create the twisted structure aligned with the polarizer on either
side. As the light flows out of the rear polarizer, it will naturally follow
the liquid crystal's twist, exiting the front of the liquid crystal having been
rotated through the correct angle that allows it to pass through the front
polarizer. LCDs are normally transparent.

To turn a shutter off, an electrical voltage is applied across it from front to

back. When this happens, the rod-shaped molecules align themselves with
the electric field instead of the directors, destroying the twisted structure.
The light no longer changes polarization as it flows through the liquid
crystal, and can no longer pass through the front polarizer. By controlling
the voltage applied across the crystal, the amount of remaining twist can
be finely selected. This allows the transparency or opacity of the shutter to
be accurately controlled. In order to improve switching time, the cells are
placed under pressure, which increases the force to re-align themselves
with the directors when the field is turned off.
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Several other variations and modifications have been used in order to
improve performance in certain applications. In-Plane Switching displays
(IPS and S-IPS) offer wider viewing angles and better color reproduction,
but are more difficult to construct and have slightly slower response
times. IPS displays are used primarily for computer monitors. Vertical
Alignment (VA, S-PVA and MVA) offer higher contrast ratios and good
response times, but suffer from color shifting when viewed from the side.
In general, all of these displays work in a similar fashion by controlling
the polarization of the light source.

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1.3 HISTORY OF LCD TELEVISION

Passive matrix LCDs first became common in the 1980s for various
portable computer roles. At the time they competed with plasma displays
in the same market space. The LCDs had very slow refresh rates that
blurred the screen even with scrolling text, but their light weight and low
cost were major benefits. Screens using reflective LCDs required no
internal light source, making them particularly well suited to laptop
computers.

Refresh rates were far too slow to be useful for television, but at the time
there was no pressing need for new television technologies. Resolutions
were limited to standard definition, although a number of technologies
were pushing displays towards the limits of that standard; Super
VHS offered improved color saturation, and DVDs added higher
resolutions as well. Even with these advances, screen sizes over 30" were
rare as these formats would start to appear blocky at normal seating
distances when viewed on larger screens. Projection systems were
generally limited to situations where the image had to be viewed by a
larger audience.

Nevertheless, some experimentation with LCD televisions took place

during this period. In 1988, Sharp Corporation introduced the first
commercial LCD television, a 14" model. These were offered primarily as
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boutique items for discerning customers, and were not aimed at the
general market. At the same time, plasma displays could easily offer the
performance needed to make a high quality display, but suffered from low
brightness and very high power consumption. However, a series of
advances led to plasma displays outpacing LCDs in performance
improvements, starting with Fujitsu's improved construction techniques in
1979, Hitachi's improved phosphors in 1984, and AT&T’s elimination of
the black areas between the sub-pixels in the mid-1980s. By the late
1980s, plasma displays were far in advance of LCD

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 1.4 COMPARISION OF LCD V/S CRT MONITORS

Characteristics LCD Displays CRT Monitors

Produces very bright

Fairly bright, but not as
Brightness images due to high peak
bright as LCDs.
intensity.

Consume less than 1/3 Use more power and

Power
the power of a produce more heat than a
Consumption
comparable CRT. comparable LCD.

Take up about 40% less Larger, weigh more and

Physical Aspects desk space. LCDs are take up more space than
thin and compact. an LCD.

Older CRTs have a

rounded spherical or
Screen Shape Completely flat screen. cylindrical shape screen
whereas newer CRTs
have a flat screen.

At the native resolution, Normally sharper than

Sharpness
the image is perfectly LCDs Sharpness can be

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 sharp. reduced by images with
softer edges, flawed
focus and color
registration.

In rare instances 1 or 2
Can have many weak or dark phosphor dots,
stuck pixels, which are which are hard to detect.
permanently on or off. Aperture grille tubes
Bad Pixels Some pixels may be generally have 2 very
improperly connected to thin wires that are
adjoining pixels, rows or sometimes noticeable.
columns. Bothers some people but
most don't notice.

The aspect ratio and Easily duplicates any

Aspect Ratio
resolution are fixed. preferred aspect ratio.

Lower contrast than Produce the highest

Contrast CRTs due to a poor contrast levels
black-level. commonly available.

Cost Considerably more Less expensive than

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 expensive purchase price comparable displays
than comparable CRTs. using other display
(Cheaper lifetime cost: technologies. CRTs can
lasts about 13,000 - save you more than 50%
15,000 more hours than on the purchase price.
a typical CRT.)

Motion Artifacts Slow response times Fast response times

Works best at the native Will operate at any

Resolution
resolution. resolution

Restricted viewing Viewable from almost

Viewing Angle
angles. every angle.

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CHAPTER -2

INTRODUCTION TO
THE
ORGANISATION
2.1 Review literature

2.1.1 Background
2.1.2 Promoters and board of directors
2.1.3 Aim and establishment
2.1.4 Vision and mission
2.1.5 Manufacturing plant
2.1.6 Stock market position of ONIDA
2.1.7 Journey and achievement

2.2 Product line

2.2.1 Washing machine, AC’s, DVD, Microwave oven, Mobiles.
2.2.2 ONIDA’s LCD
Page | 21
 CHAPTER 2
INTRODUCTION TO THE ORGANISATION

ONIDA is basically known for durable goods. ONIDA is one of

India’s leading electronic brands, established as MIRC Electronics
in1981. It evolved as a multi product company. ONIDA achieved a
100% growth in AC’S and microwave ovens and 40% growth in
washing machines last year. ONIDA came out with the famous
caption “Neighbors envy, Owners pride”, another popular theme of
the ads was a devil complete with horns and tail. The devil was
replaced by a married couple-Siddhartha and Ritu.

ONIDA is popular electronics brand in India. ONIDA has a network

of 33 branch offices, 208 Customer Relation Centers and 41 depots
st
spread across India. As on 31 march 2005, ONIDA had a market
capitalization of Rs.301.46 crore. MIRC electronics won an “Award
for Excellence in electronics” in 1999, from the ministry of
Information Technology, Government of India.

ONIDA with its Sales & Marketing office in Dubai reported a 215
per cent export growth in two years, setting the base for an increased
robust international presence.

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The shipments to the Gulf contribute almost 65 per cent of Onida’s
export revenue, while shipments to the fast growing East African
market (Uganda, Tanzania, Kenya and Ethiopia) and the SAARC
countries accounted for 16 per cent of export revenues.

Home Theatres and DVD players have been introduced in these

markets to strengthen the ONIDA brand presence. These products
have customized models with local language user interfaces in line
with its geographies of focus. ONIDA models are now available in
Arabia, Persia and Russia.

In addition to the Gulf countries ONIDA has now a sizeable presence

in Russia, Ukraine and neighboring CIS countries. ONIDA has
already crossed 100000 marks in TELEVISION exports to Russia in
a span of just 2 years and plans to grow in these markets at a much
faster pace.

Apart from Television Exports to Russia, ONIDA also exports DVD

Players and High end LCD Televisions

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2.1 REVIEW LITERATURE

2.1.1 BACKGROUND OF THE COMPANY

ONIDA was started by G.L.Mirchandani and Vijay Mansukhani in
1981 in Mumbai. In 1982, ONIDA started assembling television sets
at their factory in Adhere, Mumbai. Since then, ONIDA has evolved
into a multi-product company in the consumer durables and
appliances sector.

It was established as “MIRC ELECTRONICS”.

Under this they have two brands-

1. ONIDA 2. IGO
ONIDA brand is to cater for upper and middle class families while

IGO caters for lower class families.

Under the brand ONIDA“MIRC ELECTRONICS” is giving different

products.

Under the brand of IGO “MIRC ELECTRONICS” is giving only one

product i.e. Television.

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2.1.2 PROMOTERS OF COMPANY

ONIDA came out with the famous caption “Neighbor’s Envy,

Owners Pride”, another popular theme of the ad’s was a devil
complete with horns and tail. The devil was replaced by a married
couple- Siddhath and Ritu.

ONIDA also sponsored ASIA CUP cricket held in Sri-Lanka.

BOARD OF DIRECTORS

Mr. G.L.Mirchandani

Mr. Vijay Mansukhani

Mr. Manoj Maheshwari

Mr. Vimal Bhandari

Mr. Ranjan Kapur

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2.1.3 AIM & ESTABLISHMENT OF THE COMPANY

It all began with just a vision. In the year of 1981, Mr. GL Mirchandani and
Mr. Vijay Mansukhani started a company called ONIDA with just a goal of
manufacturing television sets and going beyond convention. By the end of that
year, we started assembling television sets at our factory in Andheri, Mumbai.
With the passage of time, superior products and the combination of a
distinctive voice, a cutting-edge advertising strategy, and purposeful marketing
ensured that ONIDA became a household name.

2.1.4 OUR 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 businesses
investment, differentiation through innovation, passion through empowerment,
cost through economies of scale and world class systems and procedures that
bring in a sense of delight to our stakeholders.

OUR 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 our every action.

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THINKING OF YOUR SMILES. THINKING OF QUALITY
Quality for us isn’t just a norm; it’s a way of life. We realized that we
have to accept and increase our levels of quality at every single stage
even before the product is designed, even after the product is sold;
only then do we believe that it’s been worthwhile. So we treat quality
as relentless pursuit for perfection, by being a stickler towards non-
conformism and raising the bar. Finally only after there’s a smile of
satisfaction that appears on your face, there’s one on ours as well.

TO GIVE ATTENTION TO YOU, WE GIVE ATTENTION TO EVERY

DETAIL.
Before we start work on our quality, we look at what is it that others
are lacking. We then disassemble the unit and work backwards,
trying to figure out how we can make it better. Because we believe
that the quality of any product is a result of good product design,
good raw material and components and world-class production
process. Any new product designed by ONIDAR&D goes through a
set of stringent quality test. But it’s not just products but also their
performance and at the same time adhering to tests and checks
globally as well as locally. To name a few, we do the following tests:
Dry Heat Test at 55oC, Cold Test at -10oC, Humidity Test at 95%
Relative Humidity, 1000 hours at 40oC, Bump, vibration and drop
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tests. Voltage tests.
We even ensure high standards of quality on all critical components
like tuners, PCBs and loudspeakers are produced in house or
procured from group companies. All vendors have to ensure that
above the industry norms, they also meet the ONIDAStandard. No
products get dispatched without the QA clearance.

QUALITY. ALL THE WAY.

Our quality standards don’t just end when the products leave the
shop floor but continue even after the product is sold. All customer
complaints are handled by a team of service personnel stationed all
over India. In fact, there is a weekly interaction between Service,
Marketing, R&D, Engineering and Quality to address all Field
related quality issues. And what’s more, we have one of the lowest
Field Failure Rate in the Consumer Electronics and Appliance
segment in India. On our pursuit of excellence in quality, we have
traveled from Quality Circle, Total Quality Management to Six
Sigma Methodology. Non-conformance that used to be measured in
percentages previously is currently measured in Parts per Million
(PPM). Apart from ISO 9001 QMS certification, we are also certified
for ISO 14001, Environmental Management System...

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2.1.5 MANUFACTURING PLANT
Onida’s principal assembly operations are conducted in a state-of-
the-art plant at Wada, 80 kms from Mumbai.

The plant in Delhi caters to the production requirements for the

Northern region. They have network of 33 branch offices, 208
Customer Relation Center’s and 41 depots across India ensuring that
ONIDA products are available on retail shelves.

At ONIDA, they recognize that “we can strengthen our competitive

edge if we produce as much as possible from a given capacity at the
lowest possible cost”.

ONIDA says they reduce the time it takes for a single color television
to be produced from 20 seconds to 12 seconds and increased the
capacity from 0.5 million to 1.2 million sets during the year under
review.

In 2002-03 using the existing infrastructure, a decisive step forward

was taken by entering into the manufacture of washing machines and
air conditioners at the Wada factory.

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2.1.7 JOURNEYS AND ACHIEVEMENTS

1981 MIRC Electronics Pvt. Ltd. was established

1982 CTV production started at Nand Bhavan, Mumbai

1983 Technical collaboration with JVC, Japan for CTV

1985 Established in-house R&D wing

1986 Production expanded and moved to a new factory at Kalina

1987 Moved to our own factory building "ONIDAHOUSE”

Iwai, Speaker plant commences its operation

1990 Tuner plant commences operation

1991 Akasaka, PCB plant commences its operation

New CTV manufacturing plant at Vasai commences operations

1992 Crossed 1 million CTV sales

1994 Moved to a fully automated Plant of 600K CTV per year at Wada

1994 Moved to a fully automated Plant of 600K CTV per year at Wada

1995 ISO 9001 certification obtained from BVQI

1998 Award for excellence in electronics by ministry of IT

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1999 First in India to develop Internet enabled CTV

2000 Launched the KY Thunder, Profile Series

2001 AV Max award for best CTV

Launched ONIDABlack, flat CTV range

Multimedia projectors launched

Commenced project to expand CTV capacity to 1 million

Completed plant expansion project to increase capacity from 600K

2002
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 player

2003 Launched world's first LCD remote 'i-Control’

Launched Air-conditioners

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

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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
2004-
Achieved 1.20 million CTV sales
05

2005 Launch of 'POISON' range of CTV's

ONIDA's Brand relaunch campaign 'Tumko Dekha Toh Yeh Design

2009 Aaya' to communicate its philosophy of thoughtful product features
that are designed keeping customers in mind.

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2.2 ONIDA’s PRODUCT LINE

2.2.1
 Washing machine
 Air conditioners
 DVD’s
 Microwave ovens
 LCD’s
 Mobiles

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WASHING MACHINES:

In 2003-04 we launched the washing machine with Hydro fall technology

which addressed the need of having a more powerful cleaning system.
Then we realized that people still used their hands for cleaning so we
launched the Triomatic technology which gives the perfect hand wash.
Then we realized that people still keep bending to wash clothes so we
launched a washing machine with a higher and wider vent so you don’t
have to bend.

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AIR CONDITIONERS:

With the soaring summer heat, we saw a need for an AC with powerful
cooling. And in addition due to the raising electricity consumption, the
need for energy efficiency as well. Hence, the thought of an ultra slim
powerful AC with unique APM cooling technology that cools even at 48oc
and is the most energy efficient in the country which constantly keeps your
electricity bills in check.

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 DVDs:

With today’s technology boom, there’s a need for a single multimedia interface
as most people now download movies, music and click pictures through
mobiles. Hence the need for USB and card reader. We also saw that most
DVDs are rented hence are scratched. Which is why, we developed a DVD
player with USB and Card Reader which also play scratched discs effortlessly.

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MICROWAVE OVENS

We saw that people used Microwave primarily to heat food and not to cook.
We also noticed that it’s difficult to cook food in a microwave. Especially
Indian food. So to make cooking simpler we introduced 123 Indian auto cook
menus. So all you need to make Indian dishes is a finger. We later gave it a
sleek, black look with a mirror finish so that it looks stunning too.

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Mobiles:

With the cell phone market already heavily penetrated, there was a need for a
mobile that could stand apart. So what we sought to do was make every single
ONIDAMobile do so much more than what an ordinary cell phone does. So
the moment you turn it on, you would realize that it’s fully-loaded. So many
features. So many things. And so easy. But all these features are there in it for
a reason. All of them to help you do better, enjoy better, listen better, work
better or simply talk better.

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2.2.2 NOW SOME DETAILS ABOUT ONIDALCD
TELEVISION

As my objective is to study about ONIDALCD television so I would like to

give a brief detail about on Onida’s LCDTV.

People are fast replacing conventional TV’s with LCD TV’s. LCD TV’s are
far better than the conventional TV’s in terms of technology, quality of
pictures and the attractive looks. You can create a feel of home theatre with
LCDTV in home.

To cater the growing demand of the LCD TV, several TV brands have come
into the market.

Among all reputed brands, ONIDAis known for providing good quality TV’s.
ONIDALCD TV’s are quite popular in India for its remarkable features,
picture clarity, sharp sounds and affordable rates.

Let us focus on the key features of ONIDATV’s which make them popular.
The LCD TV’s from ONIDAare equipped with VisD Image Engine feature
which is responsible for the clarity of picture it involves several stages of
image processing and various modes including VisD film Mode, VisD real
Image Processor, VisD Color Manager, VisD Cross Color Suppression and
others. Some of these modes result in image free of motion judders, life like
pictures. Other modes help enhance the color and contrast to give natural feel.
They also reduce the unwanted color noise and deliver crystal clear images.

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ONIDALCDTV has a very user friendly interface called SURF, which means
Simple User Reference Feature. This feature let the user set different functions
for convenient surfing of channels.

These TV support HDMI which ensure no data loss. HDMI delivers perfect
audio and video for excellent viewing experience. For instance, 42 Xaria FHD
LCDTV comes with HDMI 1.3 with deep colors. It results in stunning colors,
unprecedented details

and higher bandwidth having excellent video resolution. ONIDA42 Xaria

delivers high definition viewing experience as it is provided by Marvell, Qdeo
Video Processing Technology.

Another factor behind exceptionally smooth and clear picture is the unique
per-pixel motion- adaptive 3D de-interlacing technology which prevents the
jaggies and reduces feathering. It further eliminates the per-pixel noise and
other distractions. The picture delivered has natural skin color tone generated
by the Intelligent Color Remapping Technology. Sound performance of the
ONIDA42 Xaria is exceptionally high due to presence of OctaV Audio
Processing Engine. It has sound feature like 2 levels of Bass sound, 7 unique
sound modes like Speech, Midnight and Metal which increase the sound
experience. In addition, OctaV surround sound function acts make the sounds
more enchanting. We can view two windows simultaneously on these LCD
TVs from ONIDA. It makes things easier at home when two people can watch
their favorite programs simultaneously on the same TV. ONIDAoffers several
options to choose from if you want to buy. Before purchasing, determine your
requirements and your budgets.

Page | 40
LCDs:

What began as a TV became the window to the future. With the advent of
television’s increasing popularity, there were many players with a wide foray
of our models. To make matters interesting, there were several foreign players
with technology that seemed futuristic and with a sleek look. However we
mainly focused on picture clarity. So instead of just aping what the offering
was, we asked ourselves, ‘Why not give a complete audio / video experience
at home as well?’ And the result was obvious: Our CTV had up to 3500 Watts
of sound. This was our first milestone which others followed. However, this
held true twenty years later as well. LCD technology came in, in a bigger way.
ONIDAonce again took the onus to remind everyone, that sound is equally
important to complete the viewing experience. So we made our Xaria with
more than twice the sound output of other LCDs in the market.

Then later on, we got onto its drawing board a pseudo home theatre with a 5.1
amplifier system and 1000-watt PMPO speakers, thereby putting a theatre’s
soul inside a TVs body.

We took the future by its horns and went on to make India’s first fully
developed indigenized Xaria LCD with more than twice the sound output of
other LCDs in the market.

Page | 41
ONIDA32 XARIA

The new ONIDA22 Xaria is a 22 inch LCD TV that comes with 2 speakers
that provide a total output of 60 watts. It cans tore up to 100 programs or
channels with enhanced features like an auto-off feature, with auto sound
leveler and an OSD. It has a dynamic contrast ratio of 10000:1 and a
maximum resolution of 1680 x 1050 pixels with a widescreen ratio of 16:9 for
a full picture experience.

It comes with 2 composite inputs, with 1 component input, and one PC input
and 1 HDMI Input. This TV comes with a response time of 5 ms.

Page | 42
ONIDA32 XARIA LITE

Another one of the new ONIDALCD TV's is the new ONIDA32 XARIA LITE
which is comes with speakers that provide a total output of 200W PMPO and is
HD Ready. It has a 30000:1 Dynamic Contrast Ratio and it uses the new VisD
Image Engine. It incorporates the new SURF User Friendly Graphic Menu and
comes with a Swivel Base. Its speakers provide a Wide Sound experience and
it comes with 2 HDMI- V1.3 with deep color picture and it supports PC
connectivity as well.

ONIDA32 DIAMOND
Page | 43
LCD Tvs by ONIDAalso include the new ONIDA32 Diamond, which comes
for a price of Rs. 35,990/- in India. It is one of the first LCD tv's that come with
a 5 Star Star Energy Efficiency Rating which is certified by BEE. It is a Full
High Definition LCD and has speakers that provide a total output of 400W
PMPO and a USB 2.0 port. It also uses the new VisD Image Engine and
features the SURF User Friendly Graphic Menu for more user friendliness and
also has a Swivel Base. This tv comes with 2 HDMI V1.3 ports with deep
colour and also supports PC connectivity

ONIDAI-CARE

Page | 44
ONIDAI-Care 22 Anti Reflective TV is an innovative 22 inch LED TV
featuring unique I-Care technology which reduces harmful UV rays by 99%
and provide a 95% reflection-free viewing which helps in improving
readability, minimizing eye strain and fatigue. Its other features are SRVe
image engine for finest picture clarity; 200W PMPO pulsating output;
extraordinary Dynamic contrast ratio of 100000:1; Dual USB 2.0 port which
plays movies, photos and music; HDMI connecting video and audio sources,
Surround Sound providing the best experience in sound and DNR which
minimizes digital video noise.

ONIDA XARIA THUNDER

Page | 45
ONIDA Xaria Thunder has 1366 X 768 display resolution and 32 inches screen
size. It has 1200 W PMPO, 35000:1 Dynamic Contrast Ratio, brightness
sensor, wall mount and Swivel stand.

ONIDA22 XARIA

ONIDA22Xaria is a LCD TV with a 22 Inch Screen and 1680 x 1050 screen

resolution, it is equipped with 10000:1 Dynamic Contrast Ratio, 5 ms response
time and 16:9 Aspect Ratio.

ONIDA32 XARIA LITE

Page | 46
ONIDA32 Xaria Lite is a LCD Tv with 32 Inch Screen size and 1366 x 768
screen resolution. It is equipped with 30000:1 Dynamic Ratio, 8 ms response
time and 16:9 Aspect Ratios.

Page | 47
CHAPTER -3

MARKETING
STRATEGY OF
ONIDA

3.1 Why ONIDA as a brand ailing?

3.2 ONIDA’s advertising campaign
3.3 Strategies to revitalize ONIDA
Page | 48
 CHAPTER -3
MARKETING STRATEGY OF ONIDA

3.1 WHY ONIDA AS A BRAND IS AILING?

Internal management Problems:

One of the main reasons for this is the fight between the brothers: Gulu and
Sonu Mirchandani and their brother -in-law Vijay Mansukhani over the control
of the ONIDA group. The fight has severely eroded the share of the brand and
even the marketing of Onida. ONIDA was staging a recovery after the
successful re-launch of the brand and the return of the Devil. But the family
feud has made things difficult for the brand.
Frequent change in Advertising:

What is interesting about ONIDA is the branding. The creative duty of the
brand has partly moved from one marketing agency to another i.e. from
Rediffusion to McCann Erickson. But as usual, when the agency changes, the
entire brand elements changes. For Onida, the change till now unfortunately is
always for the worse. When O&M took the brand from Avenues, the famous
tagline “Neighbor’s Envy,
Owner's Pride” and the Devil were taken off. The brand suffered for almost

10 years and has never recovered since .The change of agency from O&M to
Reinfusion again changed things and Devil returned in a new avatar and anew
tagline “Nothing but the truth" has now come into existence. The new
arrangement is not making things better. In 2007, ONIDA launched a new
campaign for its A/C and with a new tagline “It can change your life”. Now the
new campaign for the air conditioner features a new Devil and the tagline has
again changed to "Experience the desire". ONIDA which already is in deep

Page | 49
trouble is moving on to further confusion with an unnecessary change in the
positioning strategy. The brand has not been able to consolidate the earlier
theme based on 'truth'. Even before establishing it, the brand has repositioned
again.
Aging customer base:
The customers of ONIDA have grown older with times and the brand has
failed to connect itself to the current generation.
The “devil” in the advertisements in not helping it either.
The following factors have diluted Onida’s Brand Equity:

Brand amnesia: For old brands, as for old people, memory becomes an
increasing issue. When a brand forgets what it is supposed to stand for, it runs
into trouble. The most obvious case of brand amnesia occurs when a venerable,
long-standing brand tries to create a radical new identity, such as

When ONIDA tried to replace its original tagline with new one. The results
were disastrous.
Brand fatigue: Some companies get bored with their own brands. This can
happen to products which have been on the shelves for many years, collecting
dust. When brand fatigue sets in creativity suffers, and so do a sale which was
and is the case with Onida.

Brand paranoia: This is the opposite of brand ego and is most likely to occur
when a brand faces increased competition. Typical symptoms include: a
tendency to file lawsuits against rival companies, willingness to re invent the
brand every six months, and a longing to imitate competitors.

Page | 50
3.2 ONIDA ADVERTISING CAMPAIGN

No other advertising campaign in India has raised as much debate over a

decade as the ONIDATV campaign.

Adulation, scorn, consternation, recognition, analysis, curiosity, emulation,

pride, envy…… etc.

Over the years it swept every major award that the Indian industry could
offer…. Best Print Campaign, Best Point of Sale, Best Outdoor Campaign,
Best Film Campaign, Campaign of the Year, Advertiser of the Year, Best
Continuing Campaign……
st
In the process, ONIDA, starting out as the 21 brand to enter the Indian
market, went on to become one of the top three brands of the entire TV market.
And in its hey-day, the unrivalled leader of the premium segment.
st
It all began with a basic exercise on how to separate the identity of the 21
brand from that of all the others that has entered the market before it.

Even in those days, just as today, most TV brand advertising focused on the
unique features their product offered. Those days’ brands talked about “state of
the art circuitry”, “picture and sound clarity”. Today brands are talking about
“Golden Eye” and “Flat Tube”.

Avenues of course examined the product and were delighted with its truly
outstanding features.

Page | 51
When ONIDA walked into avenues for the first time in 1984, the color TV
market in India was basking in the post-Asiad warmth. There was frightening
number of big brands ruling the market nationally, extending their success, as it
were, from their own Black & White brands to color. ONIDA was a rank
outsider and had to gate crash.

Being simplistic, this could explain away all the arrogance, the ‘risk’ and the
‘negative’ route adopted by avenues to make ONIDA stand out in jungle of
competition. In fact, that’s precisely how the ONIDA campaign’s
overwhelming success has been grudgingly acknowledged and even analyzed
by the advocates of rational and “safe” advertising; ONIDA had nothing to
lose, so they took the “risk”.

Product decisions, marketing decisions, even corporate decisions have always

been in perfect harmony with the stance dictated by the advertising
breakthrough, lending strength and momentum to the spectacular growth of
ONIDA into multi-product, multi-company empire that it is today. It’s all in
the fitness of the things that the advertising of the every new ONIDA product
often display the blue-blooded legacy of unnatural pride that grabs you by the
throat.

Page | 52
3.3 STRATEGIES TO REVITALIZE BRAND ONIDA

In order to revamp its position and brand value in the market ONIDA should

Use the following strategies:

Better positioning:

ONIDA should stick with a uniform positioning strategy rather than changing
it with time as they did.

Celebrity Endorsement:

The Company should go for a better adverting. The company can rope in a
celebrity to endorse its brand. This way the brand can be benefited from
celebrities brand equity. We suggest rope in Saurav Ganguly. Ganguly’s image
of a fighter and a class player will help Onida’s brand image.

Association with events:

The Company has lost its place in the minds of customers. Also, the loyal
customers of ONIDA have grown older. To regain old customers and to regain
visibility, Association with events can help. Onida’s problem of low visibility
will be solved with its sponsorship of event like rock shows, games, marathons
etc.

Line Extension:

The Company should go for line extension in value segment so as to target

more customers in the lower segment. They should introduce more variants in
14”, 20” and 21” segment. These products will target the young and first time
buyers. These buyers will have an emotional attachment with the brand and as
they graduate to the high end segment, ONIDA can target them with its high
end products.

Page | 53
CHAPTER- 4

COMPETITORS OF
ONIDA

4.1 Sony, Samsung, Panasonic, Videocon, LG

4.2 Comparison with competitors
4.3 Comparison of ONIDA and SAMSUNG
4.4 Comparison of ONIDA and SONY

Page | 54
 CHAPTER- 4
4.1 COMPETITORS OF ONIDA

SONY

SONY CORPORATION (commonly referred to as Sony), is

a Japanese multinational conglomerate corporation headquartered in Minato,
Tokyo, Japan and the world's fifth largest media
conglomerate with revenue exceeding ¥ 7.730.0 trillion, or $78.88 billion U.S.
[4]
(FY2008). Sony is one of the leading manufacturers of electronics, video,
communications, video game consoles, and information technology products
for the consumer and professional markets.
Its founders Akio Morita and Masaru Ibuka derived the name from sonus,
the Latin word for sound, and also from the English slang word "sonny", since
they considered themselves to be "sonny boys", a loan word into Japanese
which in the early 1950s connoted smart and presentable young men.

Sony Corporation is the electronics business unit and the parent company of
the Sony Group, which is engaged in business through its eight operating
segments – Consumer Products & Devices (CPD), Networked Products &
Services (NPS), B2B & Disc Manufacturing (B2B & Disc), Pictures, Music,
Financial Services, Sony Ericsson and All Other. These make Sony one of the
most comprehensive entertainment companies in the world. Sony's principal
business operations include Sony Corporation (Electronics in the U.S.), Sony
Pictures Entertainment, Sony Computer Entertainment, Sony Music

Page | 55
Entertainment, Sony Ericsson, and Sony Financial. As a semiconductor maker,
Sony is among the Worldwide Top 20 Semiconductor Sales Leaders.

The company's current slogan is make-believe. Their former slogan

was like.no.other

BRAVIA is a Sony brand used to market its high-definition LCD televisions,

projection TVs and front projectors and for the PLAYSTATION 3(principal
bravia intend) , along with its home cinema range under the sub-brand
BRAVIA Theatre. The BRAVIA name is an acronym of
"Best Resolution Audio Visual Integrated Architecture". All Sony high-
definition flat-panel LCD televisions in North America have carried the
BRAVIA logo since 2005. The name BRAVIA replaces the "LCD WEGA"
brand name which Sony used for their LCD TVs until Summer 2005 (early
promotional photos exist of the first BRAVIA TVs still bearing the WEGA
moniker).

The BRAVIA brand is also used on mobile phones in the Japanese market.

Page | 56
SAMSUNG

The Samsung Group is a multinational conglomerate corporation

headquartered in Samsung Town, Seoul, South Korea. It is the world's largest
conglomerate by revenue with annual revenue of US $173.4 billion in 2008.it
is the South Korea’s largest chaebol. The meaning of
the Korean Hanja word Samsung is "tristar" or "three stars".

The Samsung Group is composed of numerous international

affiliated businesses, most of them united under the Samsung brand
including Samsung Electronics, the world's largest electronics company by
sales. Samsung Heavy Industries, the world's second largest shipbuilder, and
Samsung C&T, a major global construction company and SAMSUNG LIFE
INSURANCE, the largest insurance company in Korea.

SAMSUNG has been the world’s most popular consumer electronic brand
since 2005 and is the best known SOUTH KOREAN brand in the world.
Samsung group accounts for more than 20% of South Korea’s total exports and
is the leader in many domestic industries such as financial, chemical, retail, and
entertainment industries. The company’s strong influence in South Korea is
visible throughout the nation, which has been referred to as the “republic of
Samsung”.

Currently helmed by Lee Soo-Bin, once the CEO of Samsung Life Insurance, it
has been run by generation of one of the world’s wealthiest families, formerly
by chairman Lee Kun-Hee, the third son of founder, Lee Byung-Chull

Page | 57
Many major South Korean corporations such as CJ Corporation, hansol group,
Shinsegae Group and Joong-Ang ilbo daily newspaper were previously part of
Samsung Group. Though they are still controlled by ex-chairman Lee-KUN-
Hee’s relatives.

Samsung Group also owns the SUNGKYUNKWAN UNIVERSITY, a major

private university in South Korea.

Samsung Group accounts for more than 20% of South Korea's total exports,
and in many domestic industries, Samsung Group is the sole monopoly
dominating a single market, its revenue as large as some countries' total GDP.
In 2006, Samsung Group would have been the 35th largest economy in the
world if ranked, larger than that of Argentina. The company has a powerful
influence on the country's economic development, politics, media and culture,
being a major driving force behind the Miracle on the Han River; many
businesses today use its international success as a role model.

Page | 58
PANASONIC

Panasonic was founded in 1918 by Konosuke Matsushita first selling duplex

lamp sockets. In 1927, it produced a bicycle lamp, the first product it marketed
under the brand name National. It operated factories in Japan and other parts
of Asia through the end of World War II, producing electrical components and
appliances such as light fixtures, motors, and electric irons.

In 1961, Konosuke Matsushita traveled to the United States and met with
American dealers. Panasonic began producing television sets for the U.S.
market under the Panasonic brand name, and expanded the use of the brand to
[12]
Europe in 1979.

The company used the National trademark outside of North America during the
1950s through the 1970s. (The trademark could not be used probably due to
discriminatory application of trademark laws where brands like General
Motors were registrable.) It sold televisions, hi-fidelity stereo receivers, multi-
band shortwave radios, and marine radio direction finders, often exported to
North America under various U.S. brand names. The company also developed
a line of home appliances such as rice cookers for the Japanese and Asian
markets. Rapid growth resulted in the company opening manufacturing plants
around the world. National/Panasonic quickly developed a reputation for well-
made, reliable products.

The company debuted a hi-fidelity audio speaker in Japan in 1965 with the
brand Technics. This line of high quality stereo components became worldwide
favorites. The most famous product still made today is the SL-1200 record
player, known for its high performance, precision, and durability. Throughout

Page | 59
the 1970s and early 1980s, Panasonic continued to produce high-quality
specialized electronics for niche markets such as shortwave radios, as well as
developing a successful line of stereo receivers, CD players, and other
components.

In November 1999, the Japan Times reported that Panasonic planned to

develop a "next generation first aid kit" called the Electronic Health Checker.
At the time, the target market was said to be elderly people, especially those
living in rural areas where medical help might not be immediately available, so
it was planned that the kit would include support for telemedicine. The kits
were then in the testing stage, with plans for eventual overseas distribution, to
include the United States. In recent years the company has been involved with
the development of high-density optical disc standards intended to eventually
replace the DVD and the SD memory card.

Since 2004, Toyota has used Panasonic batteries for its Toyota Prius, an
environmentally friendly car made in Japan.On January 19, 2006 Panasonic
announced that, starting in February, it will stop producing analog televisions
(then 30% of its total TV business) to concentrate on digital TVs.

On November 3, 2008 Panasonic and Sanyo were in talks, resulting in the

eventual acquisition of Sanyo. The merger was completed in December 2009,
and resulted in a mega-corporation with revenues over ¥11.2 trillion (around
$110 billion). As part of what will be Japan's biggest electronics company, the
Sanyo brand and most of the employees will be retained as a subsidiary.

On July 29, 2010 Panasonic reached an agreement to acquire the remaining

shares of Panasonic Electric Works and Sanyo shares for $9.4 billion.

Page | 60
VIDEOCON

Videocon is an industrial conglomerate with interests all over the world and
based in India. The group has 17 manufacturing sites in India and plants
in China, Poland, Italy and Mexico. It is also the third largest picture
tube manufacturer in the world.

In India the group sells consumer products like Color Televisions, Washing
Machines, Air Conditioners, Refrigerators, Microwave ovens and many other
home appliances, selling them through a Multi-Brand strategy with the largest
[4]
sales and service network in India. Videocon Group brands include Akai,
Electrolux, Hyundai, Kelvinator, Kenstar, Kenwood, Next, PlanetM, Sansui,
Toshiba, Philips (TV Products) etc.

In 2009, Videocon launched its DTH product, called 'd2h'. As a pioneering

offer in the Indian DTH market, Videocon offered LCD & TVs with built-
in DTH satellite receiver with sizes 19" to 32". This concept in the DTH
service is relatively new in the presence of other players like ZEE TV’s Dishtv,
Tata Sky, Air tel Digital TV and Reliance's BIG TV providing only the set top
box

Page | 61
LG

The LG Corp is South Korea's second largest conglomerate that produces

electronics, chemicals, and telecommunications products and operates
subsidiaries like LG Electronics, LG Display, LG Telecom and LG Chem in
over 80 countries.

LG Corp founder Koo In-Hwoi established Lak-Hui Chemical Industrial Corp.

in 1947. In 1952, Lak-Hui (pronounced "Lucky", currently LG Chem) became
the first Korean company to enter the plastics industry. As the company
expanded its plastics business, it established GoldStar Co., Ltd., (currently LG
Electronics Inc.) in 1958.

In 1959, Goldstar produced South Korea's first radio. Many consumer

electronics were sold under the brand name GoldStar, while some other
household products (not available outside South Korea) were sold under the
brand name of Lucky. The Lucky brand was famous for its line of hygiene
products such as soaps and Hi-Ti laundry detergents, but most associated with
its Lucky and Perioe toothpaste.

In 1995, to better compete in the Western market, the company was renamed
"LG", the abbreviation of "Lucky Goldstar". More recently, the company
associates the letters LG with the company tagline "Life's Good". Since 2009,
LG also owns the domain name LG.com.

LG Display was originally formed as a joint venture by

the Korean electronics company LG Electronics and the Dutch company
Koninklijke Philips Electronics in 1999 to manufacture active matrix liquid

Page | 62
crystal displays (LCDs) and was formerly known as LG .Philips LCD, but
Philips sold off its all shares in late 2008.

On December 12th 2008, LG .Philips LCD announced its plan to change its
corporate name to LG Display upon receiving approval at the company's
annual general meeting of shareholders on February 29. The company claimed
the name change reflects the company's business scope expansion and business
model diversification, the change in corporate governance following the
reduction of Philips' equity stake, and LG's commitment to enhanced
responsible management.

The company has eight manufacturing plants in Gumi and Paju, South Korea.
It also has a module assembly plant in Nanjing and Guangzhou in China
and Wroclaw in Poland.

LG Display became an independent company in July 2004 when it was

concurrently listed on the New York Stock Exchange and the South Korean
Stock Exchange.

Page | 63
4.2 COMPARISON WITH COMPETITORS

Market characteristics:

• The consumer goods market in India is of USD 4.87 Billion.

• Around 45 companies cater to this market. ONIDA is having a very

small share of this market.

• In the Indian market space, Brand loyalty is giving way to “value-for-

price” contest.

• There is an intense competition on price.

• The companies are Companies focusing on product differentiation,

value added offerings and exchange offers.

The MNCs like LG, Sony, Samsung, Phillips and Videocon command a high

market share. These brands score high on following factors:

Product Line:

These companies (LG, Sony, Samsung, Phillips and Videocon) have a wider
product range compared to ONIDAto target customers from all

segment.

Page | 64
Positioning:

Their Image of a multinational company in the minds of consumer helped them

to grab market share instantly. It gave a perception that these companies have
better technology. Videocon on the other hand leveraged its MNC image by it
tagline of “Indian MNC”.

Advertisements:

LG has Abhishek Bachhan, Samsung Has Aamir Khan, Videocon had Amithabh
Bachhan and now Sharukh Khan and all these
players have used celebrity to a good effect to endorse their brands. On the
other hand ONIDAis stuck with its old “Devil” which isn’t helping.

Visibility:

The companies are associated with events and sponsorships. Like

LG and Videocon are associated with cricket. This has resulted in better

brand visibility.

Page | 65
CHAPTER-5

RESEARCH AND
ANALYSIS
5.1 Objectives of study

5.2 Research methodology

5.3 Analysis of data collected

5.4 Findings

5.5 Suggestions

5.6 Limitations of study

5.7 Key facts

Page | 66
5.1 OBJECTIVES OF THE STUDY

Every course of study is carried out for completing some specific purpose or
objectives. A study without any objectives is like a body without any soul.

Behind my study main objectives are as follows:

 To study about ONIDALCD television.

 To compare the ONIDALCD television with other LCD television such as
SAMSUNG, SONY, LG etc.
 To find about the brand preference of customers and then compare that
brand with ONIDALCD.
 To provide the future researchers a background for the research in the field
of LCD study.
 To point out general factors which generally companies do not give
preference, also affecting buying.
In course of achievement of my objectives I had successfully achieved them.

Page | 67
5.2 RESEARCH METHODOLOGY

Research methodology deals with the procedure adapted to carry out the study.

According to GREEN & TULL “A research design is the specification of

methods and procedures for acquiring the information needed. It is the overall
operational pattern or framework of the project that stipulates which information
is to be collected, from which sources and by what procedures”

For conducting study I have adopted both primary as well as secondary method of
the data collection.

PRIMARY DATA

For the purpose of collecting primary data I have adopted the method of survey.
Survey can be telephonic, by e-mail and by personal contact. For the purpose of
collecting information, I have chosen surveys based on the personal interview- by
means of questionnaires.

SECONDARY DATA

It has been collected from various books and internet sites; I have adopted this
method of information collection. As I liters no access to magazines and journal
but a plenty of material was available on the internet sites.

SAMPLE

Due to time and resource constraints, the sample of the study is taken as one and
technique b sampling adopted is convenient sampling.

Page | 68
RESEARCH DESIGN

The project involved the study of customer’s perception towards the LCD
television with respect to the certain parameters like:

 Price
 Place or distribution
 Promotion or advertisement
 Size of television
 Resolution of television
 Contrast ratio of television
 Sound system provided with television
 Power consumption of LCD
 Motion response time of LCD

DATA COLLECTION METHOD

Data was collected both from primary and secondary sources. Secondary data
was collected from books, magazines, newspaper etc. Primary data was
collected by survey method wherein customers were asked questions.

SAMPLE TECHNIQUE : Random sampling

SAMPLE SIZE : 55

DATA COLLECTION METHOD : Survey method

DATA COLLECTION INTRUMENT: Structured questionnaire

NATURE OF STUDY : Exploratory

Page | 69
 5.3ANALYSIS OF DATA COLLECTED

Here is the analysis of the data with the help of charts and diagrams, a\which I
have collected through the survey of different people/ customer.

1. Does screen size plays role in choosing LCD TV?

Factors Strongly Not Sometimes Can’t Total

agree agree depend say
No. of 36 6 9 4 55
customers
Percentage 65.45% 10.90% 16.36% 07.20% 100%

Role of size

40
35
30
25
20
15
10
5
0
Strongly Not agree Sometimes Can’t say
agree depend

No. of customers

INTERPRETATIONS:

For majority size play an important role in buying LCD.

Page | 70
 2. Which size do you prefer?

Screen 19” 22” 24” 26” 32” 42” total

size
No. of 1 5 2 8 32 7 55
customers
Percentage 1.82% 9.09% 3.64% 14.55% 58.18% 12.7% 100%

SIZE MOST PREFERED

19” 22”

24” 26”

32” 42”

INTERPRETATION:

Most preferred size is 32” and least preferred is 19”

Page | 71
 3. Does space for LCD also matters in buying?

Factors Strongly Not agree Sometimes Can’t say total

agree depend
No. of 18 14 21 2 55
customers
Percentage 32.73% 25.45% 38.18% 3.64% 100%

space for LCD

25
20
15
10

5
0
Strongly Not agree Sometimes Can’t say
agree depend

No. of customers

INTERPRETATION:

For nearly 70% respondants space for LCD matters while buying but for 38%
among them says otherthings also matters.

Page | 72
 4. How much resolution is important while buying?

Factors Not much Very much Can’t say Total

No. of 5 42 8 55
customers
Percentage 9.09% 76.36% 14.45% 100%

resolution prefered

Not much Very much Can’t say

INTERPRETATION:

Very high resolutin is preferred by majority of customers because LCD TV are

known for the same.

Page | 73
 5. Do you prefer contrast ratio while buying LCD TV?

Factors Always Sometimes Sufficient No matter Total

No. of 21 17 16 1 55
customers
Percentage 38% 30.90% 29.09% 1.82% 100%

preference for contrast ratio

25

20

15
No. of customers
10

0
Always Sometimes Sufficient No matter

INTERPRETATION:

38%respondants always prefer contrast ratio while buying LCD.

Page | 74
 6. Is motion response time important in buying LCD TV?

Factors Strongly Not agree Sometimes Can’t say total

agree depends
No. of 26 12 16 1 55
customers
Percentage 47.27% 21.18% 29.09% 1.81% 100%

importance of motion response time

Can’t say

Sometimes
depends
No. of customers
Not agree

Strongly
agree

0 5 10 15 20 25 30

INTERPRETATION:

47.27% respondants strongly agree that motion response time is important while
buying LCD.

Page | 75
7. Are connectors offered really needs in buying?

Factors Always Sometimes Sufficient No matters Total

No. of 24 17 6 8 55
customers
Percentage 43.63% 30.9% 10.90% 14.54% 100%

importance of connectors

25

20

15

10

0
Always Sometimes Sufficient No matters

No. of customers

INTERPRETATION:

For maximum respondants connectors are always needed while buying LCD.

Page | 76
 8. Does price plays a major role in selecting LCD TV?

Factors Strongly Not agree Sometimes Can’t say Total

agree depends
No. of 24 9 19 3 55
customers
Percentage 43.63% 16.36% 34.54% 5.45% 100%

Importance of price

Strongly agree Not agree Sometimes depends Can’t say

INTERPRETATION:

43.63% people strongly agree that price plays a major role in buying LCD.

Page | 77
 9. Does power consumption matters in buying LCD TV?

Factors Strongly Not agree Sometimes Can’t say total

agree depends
No. of 21 17 13 4 55
customers

power consumption

Can’t say

Sometimes
depends

Not agree

Strongly agree

0 5 10 15 20 25

No. of customers

INTERPRETATION:

21 out of 55 respondants strongly agree that power consumption matters in

buying decision.

Page | 78
 10. Do you need prior information like advertising before buying LCD TV?

Factors Always Sometimes Sufficient No matters Total

No. of 22 17 7 9 55
customers

need of prior info.

25

20

15

10

0
Always Sometimes Sufficient No matters

No. of customers

INTERPRETATION:

22 out of 55 customer think that prior information is needed while buying LCD.

Page | 79
 11. Which brand do you prefer most to buy LCD TV?

Company SAMSUNG LG SONY ONIDA VIDEOCON PANASONIC TOTAL

No. of 12 6 21 2 8 6 55
customers
Percentage 21.81% 10.90% 38.18% 3.63% 14.54% 10.90% 100%

Brand preference

SAMSUNG
LG
SONY
ONIDA
VIDEOCON
PANASONIC

INTERPRETATION:

SONY is most preferred brend among customers and ONIDAis the least preferred
brand.

Page | 80
 12. Which sound would you prefer?

Sound 100-300 300-500 500-800 800-1000 Don’t know

No. of 5 7 3 3 37
customers

Sound preferred
40
35
30
25
20 No. of customers
15
10
5
0
100-300 300-500 500-800 800-1000 Don’t
know

INTERPRETATION:

Maximum number of customers are not aware of sound of LCD and it does not
matter to them while buying LCD.

Page | 81
 5.4 FINDINGS

 Size plays important role in buying LCD’s, because the majority of the people
have said that they prefer 32” LCD. There may be the reason for it because
most of the families have their previous CRT TV of 21” so they prefer big
screen from their previous TV.
 Space for LCD also plays role. The customer who have at least 12-15 feet of
space into their room always prefer 32” LCD.
 Resolution and contrast ratio are also preferred by customer while buying
LCD, because LCD TV’s are known for the same, so that will be the first
question of the customer.
 At the beginning of the study I have assumed that the people who are buying
LCD or who had brought LCD never think for the price of the LCD, but my
assumption got wrong at the end of the study, most of the people strongly
agree that it plays a major role in choosing their LCD, because they have so
many option with them.
 Power consumption is not a major factor because all the LCDs are coming
with 5-star rating. And also they consume less power as compare to CRT TVs.
 The brand which is more preferred by the consumers of the Jaipur is SONY.
The reason which I have found that is there are so many hoardings in the city
that are striking the name of their brand so often in the mind of customer.
 As most of the companies are offering many connectors with LCD’s like
HDMI ports PC Connectors etc. so it became the need of the customers.

Page | 82
5.5 SUGGESTIONS / RECOMMENDATIONS

As I have compared the LCD of ONIDA with other brands like

SAMSUNG and SONY, I have not found out any shortage of features
provided by ONIDA, only difference is in the promotion of the brand and
availability of the products.

 ONIDA has to invest more money on the promotion of the brand.

 More of the hoardings are needed in city so as to increase the

awareness of brand.
 ONIDA can also open its own outlets for selling.

 Print media should also be used.

 Advertisements are not so attractive so company needs to invest

more money on them too.
 Instead of DEVIL and Siddharth and Ritu, a popular celebrity couple
would prove more effective.
 Availability of product should also be enhanced.

Page | 83
5.6 LIMITATIONS OF THE STUDY

The main factors that have been adversely affected the trustworthiness of the
report are:

 Due to time constraints the study is being restricted to the limited

time period.
 Due to busy schedule of the superior staff the optimum guidance was
not available.
 Many secrets and important facts and Figures and information have
been kept hidden.
 Because company had told me not to disclose that you are collecting
data for ONIDA so I can’t find out the brand perception of
consumers regarding the company.

Page | 84
 5.7 KEY FACTS I HAVE FOUND WHILE RESEARCH

 Among the imports of LCD TV into India approximately 25% were

imported in as CBU {complete built unit} and 75% were imported as SKD
{semi knock down} or CKD {complete knock down}.
 In 2007, the leading India LCD TV brands were Samsung, with more than
30% share, followed by Sony {19%}, and LG {16%}. The leading PDP TV
brands are LG, SAMSUNG, and PANASONIC. LG also leads the CRT TV
market in India with more than 25% market share, followed by SAMSUNG
AND VIDEOCON.
 Thailand has a special FTA {free trade agreement} with India on duty
benefits. Therefore companies like SONY AND PANASONIC are making
LCD TV in Thailand and then shipping them to India.
 21” flat CRT TV has a 55% share of the total CRT TV market in India.
 There are still some concerns about India’s LCD TV market growth, poor
power supply, and vague process towards India digital TV broadcasting,
a complex TV import duty structure, regulations that are very complicated
and very inefficient.
 In 2008, the share of 32” was more than 45% in India LCD TV market,
followed by 20-26 inches with 31% share. The 40-47 inches models
account only for 15% in India LCD TV market.
 CRT TV OEM is a key business in India as many brands ship components
into the country and then sub contract to local OEM makers to assemble
CRT TV’s from them.
 SONY, SAMSUNG AND LG have the most exclusive shops in India
 The growing LCD to market in India has encouraged Indian company
VIDEOCON group to setup a TFT LCD panel manufacturing fab.

Page | 85
 ANNEXURE
AI Webliography
AII Bibliography
AIII Questionnaires

Page | 86
ANNEXURE 1

WEBLIOGRAPHY

 www.wikipedia.com
 www.onida.com
 www.compareindia.com
 www.avrev.com
 www.google.com

Page | 87
 ANNEXURE 2

BIBLIOGRAPHY

 Business Research Method by William Zikmund

Topic: Survey research and Data Analysis

 Marketing Management by Philip Kotler

Topic: Conducting Marketing Research

 Marketing Management by Ashok Sharma, Anju Gupta, Neetu

Mathur

Topic: Marketing Research

 Company manual and brochures.

Page | 88
 ANNEXURE 3
QUESTIONNAIRE
NAME:
CONTACT ADDRESS:

CONTACT NUMBER:_
1 Does screen size play role in choosing LCD TV?
 Strongly agree
 Not agree
 Sometimes depend on it
 Can’t say
2 Which size do you prefer?
 19”
 22”
 24”
 26”
 32”
 42”
3 Does space for LCD also matters while buying?
 Strongly agree
 Not agree
 Sometimes depend on it
 Can’t say
Page | 89
4 How much resolution is important in buying LCD TV?
 Not much
 Very much
 Can’t say
5 Do you prefer contrast ratio while buying LCD TV?
 Always
 Sometimes
 Sufficient
 No matters
6 Motion response time is very important in buying LCD TV?
 Strongly agree
 Not agree
 Sometimes depend on it
 Can’t say
7 Are connectors offered really needs in buying LCD TV?
 Always
 Sometimes
 Sufficient
 No matters
8 Price plays major role in buying LCD TV?
 Strongly agree
 Not agree
 Sometimes depend on it
 Can’t say

Page | 90
9 Power consumption matters in buying LCD TV?
 Strongly agree
 Not agree
 Sometimes depend on it
 Can’t say
10 Do you need prior information like advertising before buying LCD TV?
 Always
 Sometimes
 Sufficient
 No matters
11 Which brand do you prefer most?
 SAMSUNG
 LG
 SONY
 ONIDA
 VIDEOCON
 PANASONIC
12 What sound would you prefer?
 100-300

 300-500

 500-800

 800-1000

 Don’t know
Page | 91