PROJECT REPORT ON

BRAND PREFERENCE OF ONIDA COLOUR TV IN COASTAL ORISSA

Project report submitted in partial fulfillment of the requirement for the degree of B. Com

SESSION 2007-2008

Under the Guidance of

Submitted by:(Department of Commerce)

Dr N. Dhal

Mohammed. Imdad
F.M (AUTO) COLLAGE

Roll no-05c52064

Marketing-(H) B.com final year

BALASORE

SUBMITTED BY:MAHAMMED IMDAD ROLL NO05C52064 MARKETING-(H) B.COM FINAL YEAR

DECLARATION
I do Mr.MAHAMMED IMDAD hereby declare that the project work entitled BRAND
COLOUR TV IN COASTAL ORISSA PREFERENCE OF ONIDA

submitted by me for

partial fulfillment of the requirement for the award

of, is my own effort and has not been submitted earlier for the award of any degree in full or partial.

Place: BALASORE Date: MOHAMMED IMMAD

05C52064

ROLL NONG-(H) MARKETI

ACKNOWLEDGEMENT
On the eve of completion of this project work I bow my head in front of the almighty and offer my prayers for his blessings that are enabled me to complete this project.

It is my proud privilege to express my deep gratitude to DR. N. DHAL for his unstinted support, constant guidance, inspiration, encouragement and profound personal involvement at every stage of this project. I express my sincere thanks to all the Dealers and customers of ONIDA who have provided me with valuable information towards the completion of this project and part of their precious time they spent for me. Last but not the least, I express my indebtedness for all those who have directly or indirectly influenced in completing this project. BALASORE MOHAMMED IMDAD
Place: Date:

NO-05C52064

ROLL MA

RKETING-(H) B. COM FINAL YEAR

CERTIFICATE
This is to certify that Mr. MOHAMMED IMDAD a bonafide student of has completed this project report on BRAND PREFERENCE AND MARKET POSITON OF ONIDA
COLOUR TV

is a part of the course curriculum of

under my supervision and Guidance.

Dr N. DHAL (DEPARTMENT OF COMMERCE)

CONTENTS
CHAPTER

1-About the Topics

1.1 1.2 1.3 1.4 1.5 Introduction Objective of the study Scope of the study Methodology Limitations of the study

2. CONCEPTUAL & THEORY 3. Company Profile

2.1 Company Histroy,Vision,Mission 2.2 Product Profile

4. Data Analysis and Interpretation 5. Findings and Suggestions Conclusion & Bibliography

CHAPTER-1

Introduction:
The Marketing environment is changing at an accelerating rate; today is not like yesterday, and tomorrow will be different from today. Continuing todays strategy is risky, so is turning to a new strategy. Leaders who must plot the future of their companies are challenged to find a path that makes sense. The noteworthy changes taking place in the market scenario are: 1. 2. 3. From local to national to global marketing-Companies are expanding their geographical coverage with leaps and bounds. From buyers needs to buyers wants-As incomes are improving, buyers are becoming more selective in their choice of goods. From price to non-price competition-with many players in a particular category, marketers are increasing the use of branding, product differentiation, advertising and sales promotion. Numerous other changes are adding to the turbulence in the marketing environment. Success in such a dynamic environment will therefore depend upon meticulous planning backed by real-time market information. Market information ranges as far and wide as the changes and factors that directly or indirectly affects the marketing process. Market research is the best way of collecting Market Information. Marketing research is a key to the evolution of successful marketing strategies and programmes. It is important tool to study buyer behaviour changes in consumer life-styles and consumption patterns, brand loyalty and also, forecast market changes. Research is also used to study competition and analyze the competitor products positioning and how to gain competitive advantage. Recently, Marketing Research is being used to help create and enhance brand equity. This is a new role and decidedly different from the conventional one where it is used for just studying buyer behaviour or for conducting feasibility studies, etc. In fact, because of this conventional role, marketing research until the mid1980s, was considered a luxury, which only multinational like Lever and Procter & Gamble and their like could effort. However it is not so now. This is because competition in all sectors has increased manifold after 1985 especially after 1991. 8

Following liberalization and decontrol, most firms today find that the government no more takes strategy decision for them. Rather, the arena has now shifted to their boardroom, and they dont have the answer to several questions. More specifically, they dont have the answer to one single question: How to gain and retain competitive advantage? This is where marketing research plays an important role. Realizing the contribution that marketing research makes, more and more companies are now turning towards it.

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Objective of the Study:

The objective of the study comprises of both primary and secondary objectives. They are depicted as below:-

Primary Objective
The primary objective of the study is to find out the Consumers satisfaction level of ONIDA colour TV compared to its competitors and to know the brand preference of ONIDA colour TV in the Orissa market and suggest ways in case of findings any difficulties inherent in the present system of ONIDA colour TV

Secondary Objective
Apart from the primary objective, there are a host of other areas too that were considered as the secondary objectives.They are as follows: To find out the preference of the consumers towards ONIDA color TV with comparison to its competitors. To know the factors that mostly influence the brand awareness for ONIDA colour TV compared to its competitors also the reverse. To know the attitude of the dealers of ONIDA colour TV. To measure the brand awareness and the market position of ONIDA colour TV in the Orissa market To know about the factors which influence the brand preference of ONIDA color TV To get the customers feedback for further improvement of ONIDA color TV.

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Scope of the Study

The study has touched each and every fact of coastal Orissa market with reference to the color TV industry. The study can be seen as a tool for understanding the attitudes of the dealers and consumers towards ONIDA color TV and in other hand help can be taken for future expansion.

1.4 Methodology
Marketing Research is the only weapon in the hands of Marketing Professionals to exist on this era of cutthroat competition. A marketing research provides vital information about the dealers, consumers and their attitude in the market place.

A. Research Design:
As the present study is based on the color TV market in Orissa, it is difficult to reach each and every customer, dealer and retailers in the market. So the research is empirical in nature. For this reasons a sample size of 50 Dealers, 676customers have been taken to forecast the required information for the present and the future.

B. Data Collection Method

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

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

BALASORE the following methods has been used. i) ii) iii) Survey by questionnaire method Survey by interview method Survey by Telephonic Interview method.

In the questionnaire survey method, all the questions included are of close-ended questions with multiple-choice answers. The questionnaires were administered keeping in the mind the specific objectives of the study. In Survey by Interview method, the data collected were by means of a schedule, which was administered to the respondent by means of face-to-face interview. In the survey the consumers, the dealers are questioned. In the survey by Telephonic Interview method, At last to some of the dealers and consumers some cross questions were asked by the telephone, to extract the right 11

data from them regarding the product they are currently or in past using, the company and so on.

2) Method of collecting Secondary Data:

For the collection of secondary data, help of some magazines, textbooks, and the Internet site were used. The product Information sheet, and other required data sheets from the company were used

C. Statistical Tools Used:

For data Analysis and Interpretation, statistical tools like average and percentage were used. And to present them Graphs (Pie and Bar) were used.

Limitations of the Study

Some of the limitations of the study are presented below: 1.The study would have been made more elaborately if adequate resources were at disposal. 2. As some of the shopkeepers are rude in nature it is not possible to extract the required information from them. 3. Due to shortage of time it is not possible to reach each and every dealer of color TV industry. 4. As it is a live project, the information extracted is variable in nature. Hence the project can be used for a limited period. 5. Some of the data are secondary in nature; hence reliability on them is not fruitful. 6. Some of the quantitative data are approximate in nature.

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ONIDA

CHAPTER-II

Company History
Onida was started by Mr.G.L.Mirchandani and Mr. Vijay Mansukhani in 1981 in Mumbai. In 1982, Onida started assembling television sets at their factory in Andheri, Mumbai. Superior products and the combination of a distinctive voice, a cutting-edge advertising strategy, and purposeful marketing ensured that Onida became a household name. Over the years, Onida has strengthened its reputation for the intelligent and pioneering application of technologies Onida Today Onida today enjoys a strong equity among consumers making it one of the

13

leading brands in India. Our constant endeavor to introduce products of substance that offer the very best in technology and the finest design have made Onida a leading player in the electronics and entertainment business today. Onida has recently made a foray in other household appliances including airconditioners, washing machines, DVDs, Plasma & LCD televisions and home theatre systems. For offices, Onida has also introduced state-of-the-art multi-media presentation products. The Network

Onida has a network of 33 branch offices, 208 Customer Relation Centers and 41 depots spread across India. MIRC Electronics shares are listed on the National and Mumbai Stock Exchanges. The company enjoyed a market capitalization of Rs.301.46 Cr. as on 31st March 2005. The transition of Onida from a family-owned business to a professionally managed company has largely been made possible by the vision of the Chairman & Managing Director, Mr.G.L.Mirchandani. Board of Directors: Mr. G.L.Mirchandani, Chairman cum Managing director ,MIRC Electronics Mr. Vijay Mansukhani, Member & Co-promoter Mr. Manoj Maheswari, Member Mr. Harsha Mariwala, Member Mr. Vimal Bhandari, Member Mr. Ranjan Kapoor, Member

Vision and Mission

Vision To build a brand around substance. To communicate simple truths that customers understand. To become a leader in our chosen field and become a globally recognized, prestigious company through synergistic business investment, differentiation through innovation, passion through empowerment, cost through economies of scale and world class systems and procedures that bring in delight of stakeholders.

Mission To benefit society at large through Innovation, Quality, Productivity, Human Development and Growth, and to generate sustained surpluses, always striving for excellence, within the framework of law, and in nothing but the truth in which we base every action.

Corporate Philosophy
Commitment to society/nation We respect the society and the environment to which we belong and will contribute to its progress and welfare. Passion for quality

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Strive to create products with substance, that are the best in class. Never compromise on quality. Give our customer better value-for-money, always. Fairness We stand for truth, fairness and justice in all our business and individual dealing without this spirit, no man can win respect no matter how capable he may be. People - our greatest assets We value good people. It is our responsibility to create actively and constantly an environment that supports them to grow and flourish. Harmony and co-operation Alone we are weak. Together we are strong. Work together as a family in mutual trust and responsibility. Courtesan Humility Respect the right of others. Be cordial, modest and humble. Praise and encourage freely. Strive for continuous improvement (KAIZEN) Seek and find in every action a way to do things better, always better. Growth Growth is vital. Increasingly seek out ways and means to constantly move forward. Innovation Progress by adjusting to ever-changing environment around us. As the world moves forward, we must keep-in-step. Gratitude Always repay the kindness of our customers, associates, community, nation and friends worldwide with gratitude. MILESTONE: 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 1987 : Moved to our own factory building "ONIDA HOUSE" 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 1992 : Crossed 1 million CTV sales 1994 : Moved to a fully automated Plant of 600K CTV per 1995 : ISO 9001 certification obtained from BVQI 1998 : Award for excellence in electronics by ministry of IT 1999 : First in India to develop Internet enabled CTV 2000 : Launched the KY Thunder, Profile Series 2001 : AV Max award for best CTV., Launched Onida Black, flat CTV range, Multimedia projectors launched ,Commenced project to expand CTV capacity to 1 million 2002 : Completed plant expansion project to increase capacity from 600K CTVs to 1.2 million CTV's per year. : Launched 'KY Theatre' with circle surround sound, the first complete Home Theatre package : Launch of 'Igo'- the economy brand : Launched VCD player 2003 : Launched world's first LCD remote 'i-Control' : Launched Air-conditioners

15

: Launched Rear Projection TV, Plasma TV & DVD Players : Launched Fully Automatic front loading Washing Machines : A MIRC product is getting sold every 27 seconds : Operations started in Russia 2004 : Launch of the 'Oxygen Series' CTV : Crossed Sale of 250,000 CTV's in October month : Launch of Microwave Owens : Mr.Gulu Mirchandani, CMD awarded 'Man of Electronics for the year' by CETMA 2005 : Launch of 'POISON' range of CTV's

Quality Assurance
Superior quality is the cornerstone of every Onida product. Our rigorous practices and procedures aim at maintaining the highest quality standards at all times. We believe that a satisfied Onida consumer is one who takes pride in ownership of our products and always recommends Onida. Quality Policy The company is committed to quality and strives for a continuous improvement through innovation and human development to give the customer better value for money always. All quality norms followed are continuously upgraded taking into account changing customer needs. The TQM movement being practiced has enabled process innovation. Due emphasis is given to prevention driven activities through feedback obtained from all over. Product reliability tests are performed with total compliance to international quality assurance standards. The above processes have lowered quality problems and helped improve customer satisfaction

ABOUT THE PRODUCTS:

TELEVISION

MODELS:
29 POISON 3500- (MRP Rs 29990/-) Special features Component Input Bottom Speaker System Multi lingual on-screen display Hindi and English Custom-built Designer Stand i-Control LCD Remote Headphone

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Unique 3-colour tone Double wave design Sound 3500 W PMPO 5 Band Graphic Equaliser Multi Surround Sound KY Hi-Fi System Music Code SSM 5 modes

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

FEATURES: 1200 watts PMPO KY Bass Blaster STEREO Playback Multi Sorround sound Modes Bass, Treble,balance Music Mode Tilt Corrections 200 Channels 4 user logins DVMC Digital eye, Volume lock NSTC play back Child Safe DVD component input

21 OXYGEN THUNDER (MRP Rs.14990/-)

FEATURES: 1200 watt PMPO KY Bass Blaster 4 User logins 200 channels Stereo Play Back Multi Sorround Modes Bass,Treble,Balance Music mode Digital Eye, Zap!

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21 OXYGEN 500
FEATURES: 500 Watt PMPO DVD Component In
In-Built woofer 200 Channels 4 user favorite Digital eye Multi Surround Modes Music Mode KY Inside ZAP! / Timer return

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

FEATURES: 300 Watts PMPO DVD Component In 4 Speakers 200 Channels 4 User Favourites Digital eye Multi surround Modes Child Safe ZAP! / Timer return

15 OXYGEN ( MRP Rs.7200/-)

FEATURES: 200 Watts PMPO DVD Component In 4 Speakers 200 Channels 4 User Favourites Digital eye Multi surround Modes Child Safe ZAP! / Timer return 20 OXYGEN (MRP Rs7690/-) FEATURES: 200 Watts PMPO DVD Component In Automatic gain control

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Stereo Play back Music Mode Half mute 200 Channels 4 User Favourites Digital eye Multi surround Modes Child Safe ZAP !

21BLACK 600 (MRP Rs.12990/-) Features: 600 Watt PMPO External Woofer DVD Component In
200 Channels Digital Eye Music mode 4 User favourites KY inside ZAP ! /Timer return

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

FEATURES: 300 watt PMPO 200 channels Surround Modes Bass,Treble,Balance Music mode Digital Eye, Zap Auto Volume Leveler Component input & Two tone color Child safe

21 BLACK 250 (MRP Rs. 9490/-)

FEATURES: 250 Watts PMPO DVD Component In 4 user favourites

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200 Channels Channel Scheduler Digital Eye Music mode 4 User favourites KY inside ZAP! /Timer return Child safe

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

Features: 200 Watts PMPO 250 channels Stereo Playback 4 user favourites
Digital Eye Music mode 4 User favourites

Games Calendar
ZAP! Child safe

29 KY THUNDER ( MRP Rs.18,990/-) FEATURES: 1200 Watts PMPO KY Bass Blaster 6 speaker System 3 Band graphic equalizer 199 Programme selector Diginet Digital Eye Games 4 User Logins

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

FEATURES: 1200 Watts PMPO KY Bass Blaster

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Multiple surround sound 3 Band graphic equalizer 200 Programme selector Component Video Input Diginet Digital Eye Games 4 User Logins

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

FEATURES: 250 Programme selector 60 PMPO Music Mode Zoom Child Safe Calender Message Games Phone directory 4 User Logins

29 MARVEL (MRP Rs.16490/-)

FEATURES: 400 Watts PMPO Multiple surround sound Stereo Playback 3 Band graphic equalizer 200 Programme selector Diginet Digital Eye Games

20 MARVEL (MRP Rs7, 490/-) FEATURES: 200 Watt PMPO 200 Programme Selector Music mode

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Channel scheduler Channel Delete Diginet Digital Eye

20 XS DLX (MRP Rs.6, 990/-) Features: 250 Programme selector 120 PMPO Music Mode Zap ! Child Safe Calender Message Games Phone directory 4 User Logins

OTHER PRODUCTS
-Poison LCD

Packed with features like advanced image scaling with automatic image optimising software, the stunning Onida `Poison LCD` is the future of televisions. The `Poison LCD` offers durability, providing 60000 viewing hours and can be connected to home theatre systems, giving a perfect acoustic experience. Whats more, most models can be used both as a television as well as a High Definition Resolution computer monitor, transforming any room into a private theatre or futuristic workstation. The various models available are 32 Poison LCD, 20 Poison LCD,26 Poison LCD & 40 Poison LCD.

Plasma Display Panels

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

DVD Players

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Often, due to bad handling, DVDs get scratched, leading to loss of audio and video information. But Onidas in-built Superior Scratch Error Correction Technology with increased intelligence for super accurate reading of scratcheddiscs restores and plays disc with ease. With the Lens Mechanism and disc Reading Algorithm working in tandem, it ensures continuous playback of scratched discs without long skips and mosaic patterns. The Onida DVD Players come with Progressive scan feature. The benefits of Progressive scan are flicker free images with high clarity as it scans 60 frames per second as compared to normal scanning of 30 frames per second, So if your display supports progressive scan, the Onida DVD Players will help provide sharper, clearer and flicker free image. And theres more You can directly connect separate channel outputs (front left and right, rear left and right, centre and woofer) to the AV receiver for the ultimate theatre surround experience while playing Dolby Digital discs. So go ahead, get an Onida DVD Player and enjoy the uninterrupted show. The various models are DFX 8130,DFX 8300,DFX 8520,DFX 8080,DFX 7100.

ACs

Most ACs fail to deliver when needed the most - in the peak of summers. The new range of Onida Flat ACs come with a highrated efficient rotary compressor that enables them to offer powerful cooling even at higher temperatures. Coupled with low maintenance, they are certainly the best in their category. 1)Power Trendy
High rated Rotary compressor for cooling under adverse conditions. Lowest energy consumption for lower electricity bills. Triple point refrigerant injection for efficient cooling. Encased triple bend evaporator with hydrophillic fins. 2) Power Flat High rated Rotary compressor for cooling under adverse conditions. Lowest energy consumption for lower electricity bills. Triple point refrigerant injection for efficient cooling. Double expansion for robust cooling. Turbo cool for faster cooling. 3) Deco Glass High rated Rotary compressor for cooling under adverse conditions. Lowest energy consumption for lower electricity bills. Decorative Flat glass panel for enhanced aesthetics. Large condenser coil for greater cooling efficiency. Triple filtration process for clean and fresh air.

4) Power Grill High rated Rotary compressor for cooling under adverse conditions. Lowest energy consumption for lower electricity bills. Large condenser coil for greater cooling efficiency. Evaporator with hydrophilic fins to prevent corrosion. Triple filtration process for clean and fresh air. 5) Power Trendy Window High rated Rotary compressor for cooling under adverse conditions. Lowest energy consumption for lower electricity bills. Turbo cool for faster cooling. Energy save mode for lower bills. Advanced full function display for superior aesthetics and independent operation. LCD remote for ease of operation. 6) Cassette ACs 28000 BTU scroll processor (The highest in its class). Largest outdoor condenser coil for highest cooling efficiency. Highest energy efficiency for lower operational expenses. Quadra flow ( 4 way air flow ) for uniform air distribution. High suction drain pump for

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

Washing Machines
Prior to the advent of washing machines and high-tech detergents, which promised to rid clothes of every imaginable stain, there was water. It was the only resource available and it did a great job with dirty laundry. It loosened dirt with its inherent liquid form. The sheer force of water would scare away even the toughest of stains. Water was the scrubbing, washing and rinsing agent. all rolled into one. It is this enormous power and potential of water that Onida exploits with its washing machines. All seven of its ultra models harness the power of water to give you the perfect wash. These machines have extremely powerful motors that increase water turbulance. This forces out all the dirt while washing and all the soap while rinsing. In fact, the turbulence makes for a very thorough wash and reduces the amount of harmful detergents that have to be used normally. So what you`re left with are impeccably clean clothes and the secrets of how to keep them that way. The various models available are: TUMBLE-50, HYDROSMART-70,HYDROFUZZY-70, HYDROFALL 65 HYDROFALL 70, HYDROPOWER 60, 6.5 Kg LILIPUT

Microwave Oven
Onida, a brand synonymous with cutting-edge technology, is an integral part of millions of households in India. Onida now extends its promise of high quality and technological expertise to the kitchen, with the launch of international-quality microwave ovens. Onida microwave ovens are technologically better than your regular microwave oven, very easy to use and designed with just one thing in mind You. To help you prepare the finest recipes, they come with a host of features. The various models available are 25 CTS 12,25 CTS 22, 25 GIT 12, 21 GTP 13, 20 STP 21

Presentation Products
Onida offers a wide range of stylishly crafted presentation devices, each of which has been customised to suit a particular type of application - be it for the home or office. Combining the finest in projection, magnification and visual display technology, these systems ranging from portable multimedia projectors and compact desktop visualisers to Plasma Display panels and giant video walls will ensure that every screening or presentation will keep the audience engrossed. And leave them with memories of a superlative visual experience. 1) Multimedia Projectors Onida is the only company in India which has the widest range of projectors that use the most contemporary technologies. This is due to the co-branding arrangements with Infocus Corporation USA, world leaders in LCD & DLP projectors. 2) Plasma Display Panels For highest levels of resolution, brightness and contrast, the Plasma Displays from Onida add that extra edge to business presentations. Distortion free, wide angle viewing can be enjoyed in office environments or can also be used for video conferencing and public displays as well. Not to mention home theatre applications. 3) Visual Presenters For projecting 3D objects to printed matter, transparencies and 35 mm slides, the Visual Presenter is the most versatile presentation equipment to have.

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

CUSTOMER CARE :Onida has 184 customer relation centres all over India . It has 7 customer relation offices in Orissa at Anugul, Balasore,Berhampur, BALASORE,,Cuttack,Jeypore, Sampbal Pur, Puri, & Rourkela.
Adonis Customer Relation Centre Adonis Electronics Pvt. Ltd. (Main Branch) 10, Satya Nagar BALASORE - 751 007 Telephone- (0674) 2514 939 / 2506304 (Dir) 3099315 -

CHAPTER-III

BRIEF LITERATURE

SURVEY

25

Literature Study
What is Marketing ? Definitions of Marketing. There are many definitions of marketing. The better definitions are focused upon customer orientation and satisfaction of customer needs. Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others - Kotler. Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably - T he Chartered Institute of Marketing. The CIM definition (in common with Barwell's definition of the marketing concept) looks not only at identifying customer needs, but also satisfying them (short-term) and anticipating them in the future (long-term retention).
The right product, in the right place, at the right time, at the right price - Adcock et al.

This is a snappy and realistic definition that uses McCarthy's Four Ps. Marketing is essentially about marshalling the resources of an organization so that they meet the changing needs of the customer on whom the organization depends - Palmer. This is a more recent and very realistic definition that looks at matching capabilities with needs. Marketing is the process whereby society, to supply its consumption needs, evolves distributive systems composed of participants, who, interacting under constraints - technical (economic) and ethical (social) -

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create the transactions or flows which resolve market separations and result in exchange and consumption. Bartles. The Philosophy Marketing and the Marketing Concept. The marketing concept is a philosophy. It makes the customer, and the satisfaction of his or her needs, the focal point of all business activities. It is driven by senior managers, passionate about delighting their customers. Marketing is not only much broader than selling, it is not a specialized activity at all It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer's point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise. Drucker. This customer focused philosophy is known as the 'marketing concept'. The marketing concept is a philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires. Barwell The achievement of corporate goals through meeting and exceeding customer needs better than the competition. Jobber. Implementation of the marketing concept [in the 1990's] requires attention to three basic elements of the marketing concept. These are: Customer orientation; An organization to implement a customer orientation; Long-range customer and societal welfare. Now that we have been introduced to some definitions of marketing and the marketing concept, remember the important elements contained as follows: 1. Marketing focuses on the satisfaction of customer needs, wants and requirements; 2. The philosophy of marketing needs to be owned by everyone from within the organization; 3. Future needs have to be identified and anticipated; 4. There is normally a focus upon profitability, especially in the corporate sector. However, as public sector organizations and not

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for-profit organizations adopt the concept of marketing, this need not always be the case. 5. More recent definitions recognize the influence of marketing upon society.

Introduction to Market Research

Good instincts and intuition certainly play important roles in business. But gut feelings about your customers' needs and preferences arent enough. If you want to minimize risk and improve your chances of success, you need sound, objective data. That's where market research comes in. Market research is the process of collecting and analyzing information about the customers you want to reach, called your target market. This information provides you with the business intelligence you need to make informed decisions. Market research can help you create a business plan, launch a new product or service, fine tune your existing products and services, expand into new markets, develop an advertising campaign, set prices or select a business location.

BRAND
A Brand is a name, symbol, term, sign or design or combination of all these. It is given for identifying the goods and services of one seller or group of sellers and differentiate them from their competitors. The distinctive skill of professional marketers is their ability to create, protect, maintain and enhance the brands. According to the Aakers, Branding is the art of cornerstone of marketing. Brand identifies the seller or maker. It can be name, trade mark logo or other symbols. Brand conveys essentially sellers promises to deliver a specific set of features benefits and services given to the customer. The best brand convey warranty and quality. Besides these brand also signifies more other things as : 1. Attributes: A brand brings certain attributes to mind. 2. Benefits: Attribute must be translated into functional and emotional benefits 3. Values: The brands also say somethings about the producer values. 4. Culture: It may represent certain culture. 5. Personality: A brand can project a certain personality. 6. User: The brand suggest the kind of consumers to buy or uses the product.

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Brand Equity:
Brand varies in the amount of power and value in the market place. Most of the buyers are known about brands. While there are brands for which buyers have a high degree of brand awareness. Beyond this there are with a high degree of brand acceptability. After it there are brand which enjoys high degree of brand preference. At the end there are brands which command high degree brand loyalty. According to Aaker customer attitude can be distinguished into five categories towards his or her brand form lowest to highest. 1. Customer will change brand especially for price reasons. No brand loyalty. 2. Customer is satisfied. No reason to change the brand. 3. Customer is satisfied and would incur costs by changing brands 4. Customer values the brand and sees it as a friend.

Brand Awareness Defined

The act of creating public awareness of a specific brand in order to maximize its recognition, successful brand awareness strategies should define a company's uniqueness and set it apart from competitors. Quite simply, if potential customers do not know about a company, they will not purchase from it. Therefore, one of the preeminent goals of any business should be to build brand awareness, albeit in as costeffective manner as possible. Consumers tend to make purchasing decisions based on peer recommendations and direct experience, as well as traditional advertising methods. This is why it is necessary to build brand awareness strategies out by instilling trust among consumers. This trust must be achieved through credibility, rather than just a catchy advertising campaign. Promotional marketing involving a one-to-one component is proving increasingly effective at building trust and acquiring new customers. Online brand awareness strategies are used frequently, albeit with differing levels of success. These online brand awareness strategies can include the use of advertising including banners, sponsorships, and email/newsletter advertising, online PR, affiliate marketing, etc.

Brand Experience Defined

The process of exposing consumers to the various attributes associated with a particular brand, a successful brand experience creates an environment in which the consumer will be surrounded by the positive elements attached to the brand. Successful examples include Disney, Starbucks, and even General Motors. For those who cannot travel to a Disney theme park, Disney brings to them the total brand experience through their specialty stores located worldwide. Starbucks transformed the mere activity of drinking coffee into a total lifestyle experience. General Motors 29

not only manufactures automobiles - it has opened the doors to Europe's first automotive theme park, based in Germany. The successful brand experience can operate on multiple levels, including adding a new communications channel to reach the consumer, adding a service element to the product that extends a stronger offer, and extending the brand across seemingly unrelated products and services. The overall brand experience represents a way to bring the consumer to the brand and establish a close relationship.

Brand Development Defined

Establishing an effective strategy to ensure brand success, the brand development process consists of creating advertising and marketing campaigns that portray a message to potential and existing clients in an attractive, unique, and informative manner, successfully positioning the brand above competitors. Factors in brand development & marketing should include how consumers perceive the brand and what it means to them, what the potential positives and negatives of the brand consist of, and how the brand is positioned to competitors within the marketplace. A major part of the brand development process consists of defining the benefits, which should make up the foundation of the advertising and marketing efforts. Brand development & marketing has been around for centuries, but today's consumer has access to information and the opportunity to make more choices than ever before. Therefore, the average consumer expects more. The long-term brand development process now requires innovative, compelling, and consistent activities.

Brand Marketing Defined

Creating and implementing strategically sound programs, integrated brand marketing programs are designed to increase market share in an ever-changing and demanding environment by keeping the brand ahead of competition. A successful brand marketing strategy is an essential function of any successful business that has a goal of long-term success. Integrated brand marketing consists of determining the needs and wants of potential customers, developing a sound brand marketing strategy to meet those needs and wants, and executing a plan that incorporates the brand marketing strategy focused around the specific brand being marketed. Integrated brand marketing is more significant in todays arena because the competition is greater, as well as the technology to assist in the dissemination of information surrounding brands. A strong brand marketing strategy necessitates researching the market position of the brand. Once the research has been defined and conducted, the company then conducts a comparison analysis of the brand and its competitors. Finding out how consumers categorize brands is critical in establishing an effective, integrated brand marketing strategy.

30

Brand Positioning Defined

Identifying where a specific brand is placed within the marketplace and its relationship to competitive brands, brand positioning is determined by defining the brands benefits to the consumer, opportunities for which the brand is best suited, the brands target audience, and who its main competitors are. To achieve the benefits of brand positioning, it is necessary to research in-depth the market position (or lack thereof) of the brand. Brand maps and forms are created to profile the brand positioning, comparing the results with competitive brands. In realizing the benefits of brand positioning, it is important to understand that not all brands are competitors. A consumer may be presented with six brands of one product and only consider three out of the six as a purchasing choice. The consumer may have encountered a negative experience with a specific brand and may never consider purchasing it again, or there may be a brand that simply does not stand out to the consumer and it is passed up.

Branding turned into a game of being seen for the sake of being seen, without giving consumers a reason to buy.
Examples of brands which are attempting to create awareness on actual state of consumers Brand
Unit Trust

Communication on
'desired state'
'Cars can be bought on instalments, not children's education' was the theme emphasising that an installment plan cannot cover certain important expenditures

Onida COLOR TV(poison series ) You will die for it Onida color TV Owners Pride,Neighbours envy Early campaignsof Colgate Bad breath as a social barrier After-sales service is an area which offers wide scope for marketers to leave a lasting impression on consumers, but this is unfortunately an area where a number of companies fail to deliver the goods Problems can be classified into active and inactive problems. An active problem is one which the consumer is aware of and an inactive problem is one which he or she is not aware of. Ceasefire, the mini fire extinguisher brand, created awareness about problems associated with different kinds of fire. It brought out the fact that different kinds of fires require different gases. This is an inactive problem. A brand of electric

31

shaver could create awareness about the negative aspects of conventional blade-based shaving and activate a problem that is inactive for many men. An active problem involves convincing consumers about the superior nature of the brand. When consumers were very much aware of the increasing costs of petrol, Hero Honda convinced them of its superior offering.

Consumers priority and nature of recognised problems

How consumers respond to the strategies of actual and desired states would depend on two important factors: 1. The magnitude of discrepancy between the desired and actual stats: A new dimension to scooter brands is the introduction of the four-stroke scooter. If fuel consumption is a vital evaluation criterion of a prospective consumer (maybe even in the replacement market), the desired state in terms of fuel economy should be significantly higher in a four-stroke scooter for the consumer to consider the new offering, especially given the fact that the updated version of the product will cost a few thousands more than conventional scooters. The magnitude aspect becomes important when brands offer new benefits to gain an edge over competing brands. 2. The relative importance of the problem: A consumer owning a two-wheeler may like to own a car which may be his desired state of satisfying a transport need. But given the priority hierarchy in the mind of the onsumer, he may attach very little importance to buying a car. In the Indian context, generic competition (where the purchasing power of consumers competes for a number of categories) is an important aspect. While the consumer may be interested in several product categories, he may prioritise television as a priority buying item. The consumer durables could make use of this aspect by creating an immediacy of purchase around specific products. The microwave oven is one category which has been around for almost a decade, and this approach may be very applicable to it (though the benefits of the product may not be sufficient to create an impending desire to own it).

Actual and desired states are dynamic

Marketers should note that the states regarding needs are not static. As individuals go through family life-cycle stages, differing earning capacities and lifestyles, the states keep changing and this is one of the reasons why marketers offer an updated productline to hold on to loyal buyers. The entry of Raymonds into readymades (Park Avenue) and updated models of Maruti are examples of catering to changing desired states apart from competing with new brands. It is essentialto have a pioneering lead to cater to changing desired states. Park Avenue entered readymade wear much before other brands. LML Vespa marched ahead of Bajaj to cater to the changing desired states of consumers. Product analysis is a technique which could be used by marketers to identify the problem recognition aspects concerning consumers. It involves researching how consumers purchase or use a product. For example, toothpastes (like shampoos), are now being offered in sachets. However, consumers, after having used the paste, may want to store it to be used on a later occasionso Close-up has introduced sachets with a cap. Similarly, the process of using medicinal drops for the eyes and ears has often posed problems for consumers in terms of breaking the nozzle of the container, finding a dropper which could be used or just making a puncture on the container from where the medicine can flow. Norfloxacin is a brand which offers a built-in mechanism with which consumers can easily break the nozzle. Another example is readymade wear brands which offer different kinds of fits from which consumers can choose.

32

As brand differentiation becomes a difficult proposition to achieve over a period of time, brands will be forced to concentrate on exploring consumer needs. Examples of product categories where brands could create awareness on actual states Brand Communication on'desired state' l Air-purifier Ill-effects of polluted air l Home Computers Importance of computers in future for children l Cooking ranges Timeliness, simultaneous cooking

CHAPTER-IV

33

BRANDS LG SAMSUNG VIDEOCON ONIDA BPL PHILIPS SONY SANSUI AKAI OTHERS TOTAL

NO OF CUSTOMERS 102 85 49 133 40 57 32 33 20 56 607

% OF CUSTOME RS 17% 14% 8% 23% 7% 9% 5% 5% 3% 9% 100%

TABLE-1
NO OF COLOR TVS OF DIFFERENT BRANDS

140

133 102 85 49 57 40 32 33 20 56

NO OF CUSTOMERS

120 100 80 60 40 20 0

LG SA M SU VI N G DE O C O N O NI DA

BRANDS

34

AK AI O TH ER S

PH

SA N SU

IL IP S SO NY

BP L

SOURCES NO OF RESPONSE S % OF RESPONSE S

TV A D S 388 64%

N E W RS PF AR PI EES D M A G A ZE H O A R D IN G D E A L E R S N IN S 192 32 % 213 35 % 10 2% 12 2% 29 5%

3% 5% 5% 9% 17% 14%

9% 7% 8% 23%

LG SAMSUNG VIDEOCON ONIDA BPL PHILIPS SONY SANSUI AKAI OTHERS

SOURCE:- FIELD SURVEY NOTE:- Total no. of respondents surveyed = 676 No of respondents having color TV = 607 It is found from Table-1 that out of the total respondents having color TVs, 21.9% have ONIDA color television followed by 16.7% LG ,14.0% Samsung 9.2% Philips , 8.1% have Videocon , 6.6% have BPL, 5.8% have SONY , 5.0% have SANSUI, only 3.1% have AKAI and the rest 9.6% have other brands of color TVs.

AWARENESS SOURCES

35

TABLE-2

70 60 50 40 30 20 10 0
S AD TV

%OF RESPONSES

64

32

35

Series1 5

2
PE R

EW

SOURCE:- FIELD SURVEY Note:-It was found from the survey conducted that about 64% of the total responses got aware of the brand from TV advertisements whereas 32% from Ads on News paper and 35% from their friends or relatives.

FR IE N D S M AG AZ IN E H O RD IN G S D EA LE R S

PA

SOURCES

36

So it was found that most of the Color TV customers get aware of a particular brand of color TV from TV advertisement followed by from friends and relatives ,and from ads on news paper. FACTORS QUALITY BRAND NAME TECHNOLOGY PRICE AFTER SALES SERVICES WARRANTY DESIGN FREE GIFT/ OFFER INSTALLMEN T RANK1 100 21 4 6 1 1 0 0 0 RANK2 22 62 22 26 0 0 0 0 0 RANK 3 2 27 62 34 6 2 0 0 0 RANK 4 1 19 39 49 11 14 0 0 0 TABLE-3 FACTORS

CONSIDERED MOST

SOURCE:- FIELD SURVEY Note : Total no of respondents found having Onida color TV = 133 From the Table-3 It is very much clear that out of the 133 nos of Onida color TV customers, most of them (100/133) have chosen the brand because of its quality by ranking it 1, followed by the Brand name as Rank 2, Technology as Rank 3, where as Price as rank 4..So it is obvious from the above table that most of the ONIDA color TV customers prefer the brand by the chronological order i.e. Quality, Brand name , technology and Price as Rank 1, Rank 2, Rank 3, Rank 4 respectively.

37

TABLE-4 CUSTOMERS SATISFECTION LEVEL:HIGHLY MOD. LEAST SATISFIED SATISFIED SATISFIED No OF CUSTOMERS 79 35 No OF CUSTOMERS 12% 2%

DIS SATISFIED 16

HIGHLY SATSFIED 3

MOD. SATISFIED LEAST SATISFIED DIS SATISFIED HIGHLY SATSFIED

26%

60%

SOURCE:- FIELD SURVEY NOTE:- Total no. of Onida color TV customers Found =133 From the above table it is found that out of 133 ONIDA TV customers 79 i.e. 60% says that they are highly satisfied of the TV, whereas 35 (26%)of them are moderately satisfied , only 16 (12%)of them said that they are least satisfied of the TV and only 3 (2%)of them are dissatisfied. FINDINGS:-So it is very much clear that the overall satisfaction level of ONIDA color TV customers is very good.

TABLE-5 SUUGESTION FOR IMPROVEMENT OF ONIDA COLOR TV

38

SUGGESTIONS MORE ADVERTISEMENT FREE GIFT/ OFFER REDUCTION IN PRICE IMPROVEMENT IN TECHNOLOGY IMPROVEMENT IN QUALITY AFTER SALES SERVICE MORE PRODUCT VARIETY MODIFICATION IN DESIGN SPONSORSHIP PROGRAMME FOR PUBLICITY

NO.OF PERSONS 96 44 43 14 1 32 11 2 3

% OF PERSONS 72.2% 33.1% 32.3% 10.5% 0% 24.1% 8.3% 1.5% 2.3%

39

80 70 % OF RESPONSES 60 50 40 30 20 10 0
R M O

72.2

33.1 32.3 24.1 10.5 8.3 2.3 1.5

AD V T/ O FF ER LO W PR TE IC C E H N O LO G Y PR A. O S D .S U . C T V AR SP IE TY O N SO R SH IP D ES IG N

Series1

FR

EE G

IF

SUGGESTIONS

INTERPRETATION:From Table No-5 it is found that maximum nos of respondents i.e. 72.2% of the total respondents suggest for more advertisement for the improvement of Onida color TV followed by 33.1% suggest fopr employment of free gift/offer ,32.3% of the respondents suggest for reduction in price ,24.1% suggests for improvement in after sales service,10.5% suggests for improvement in technology or introducing unique technology,8.3% of the respondents suugests for more variety of products with a wide range of price and only 2.3% of the respondents suugests for arrangement of some sponsorship programs for the publicity of the company and the product. TABLE-6 FUTURE BUYERS OF DIFFERENT BRANDS OF COLOR TV IN NEAR FUTURE BPL BRANDS SAMSUNG SONY AKAI LG PROVISIONNO 19 27.5 PHILIPS SANSUI VIDEOCON OTHERS 1 1.5 ONIDA 17 24.6 0 0

Nos 18 % 26.1

8 11.6

0 0

3 4.3

1 1.5

2 2.9

0 0

40

IL IP S

S U

L G

ID

M S U

S O

P H

S A

T H

S A

S G ET N U G S IO S

NOTE:Total No. of persons having no color TV=69 No of persons showed interest in buying color TV in near future No of persons who didnt show any intention to buy any color TV

P R

O V

IS IO

20 18 16 14 12 10 8 6 4 2 0

18

% OF RESPONSES

17

19

8 3 1
G

S s1 erie

2
I

1
S N

=50 =19

In the survey , among those persons who do not have a color TV,18 (26.1%) of them showed interest to buy LG color tv followed by 17 (24.6%) showed their interest in ONIDA color TV,8 (11.6% ) persons for Samsung ,3 for Philips color TV, 2 for Sansui 1 each for Sony and others, rest 19 (27.5%) didnt show any interest in buying any brands of color TV in near future. TABLE-7 RECCOMENDATION TO OTHERS TO PURCHASE COLOR TV BRANDS TOTAL No No OF % OF OF RECOMMENDATIONS RECOMMENDATIONS CUSTOMERS LG 101 89 88.1 SAMSUNG 85 76 89.4 VIDEOCON 49 37 75.5 ONIDA 133 110 82.7 BPL 40 24 60.0 PHILIPS 56 42 75.0 SONY 35 32 91.4 SANSUI 30 23 76.7 AKAI 19 10 52.6

41

AKAI SANSUI SONY BRANDS PHILIPS BPL ONIDA VIDEOCON SAMSUNG LG 0 20

52.6 76.7 91.4 75 60 82.7 75.5 89.4 88.1 40 60 80 % OF RECOMMENDATIONS 100

TABLE:-8 SATISFECTION LEVEL OF ONIDA COLOR TV CUSTOMERS ON FACTORS SATISFIED MODERATELY SATISFIED 6 34 27 12 12 14 DISSATISFIED 0 2 2 0 0 0 TOTAL 133 133 133 133 133 133

QUALITY 127 TECHNOLOGY 97 PRICE 104 AFTER SALES 121 SERVICE DESIGN 121 BRAND NAME 179 DIFFERENT FACTORS:-

NOTE:No. of Onida color TV customers in the study=133 From the Table-8 , it is clear that most of the customers are fully satisfied with all factors i.e. Quality,Technology,Price,After sales service, design and Brand name. Very few are moderately satisfied and only 2 each are dis-satisfied with either price or technology. So the brand preference of Onida color TV customers is quite satisfactory. TABLE-9 LENGTH OF TIME THAT ONIDA COLOR TV CUSTOMERS ARE ENJOYING THEIR TV: TIME SPAN LESS 1 YR 2YRS 3 YRS 4 YRS 5 YRS BEYOND THAN 5 YRS 1 YR NO. OF 3 24 16 20 16 12 42 CUSTOMERS 42

NO OF CUSTOMERS

45 40 35 30 25 20 15 10 5 0 <1 Y R 1Y R 2 YS R 3 YS R 4 YS R 5 Y S R >5 Y R
Series1

TIM SPA E N

<1 YR 1 YR 2 YRS 3 YRS 4 YRS 5 YRS > 5 YR

NOTE:From the above stated table no-9 and charts it is clearly understood that maximum no of customers i.e. 42 out of total 133 have their Onida color TV sets since more than 5 years , whereas 24 customers are enjoying their TV s for the last 1 year ,20 customers are enjoying their Color TV sets for the last 3 years , 16 each have their Onida sets for the last 2 and 4 years .

43

So it is clear that the percentage of buying Onida Color Tv for the past 3 to 4 years is good but the percentage of buying ONIDA color Tv set was at Top beyond 5 years. TABLE-10: WHETTHER THERE IS ANY TECHNICAL PROBLEM OR NOT? YES=9 NO=124 TOTAL=133
YES 7%

NO 93%

YES NO

TABLE-11.1 RANK OF THE QUALITY OF ONIDA COLOR TV AS PERCEIVED BY OTHERS RANK-1 RANK-2 RANK-3 RANK-4 RANK-5 CANT SAY 11.8% 27.6% 25% 19.7% 6.6% 9.3% 7% 9% 12%

RANK-1

20%

RANK-2 27% RANK-3

25%

RANK-4 RANK-5 CANT SAY

TABLE-11.2 RANK OF THE TECHNOLOGY OF ONIDA COLOR TV AS PERCEIVED BY OTHERS RANK-1 RANK-2 RANK-3 RANK-4 RANK-5 CANT SAY 11.8% 35.5% 31.6% 10.5% 1.3% 9.3%

44

RANK-1 1% 9% 12% RANK-2 RANK-3 RANK-4 RANK-5 CANT SAY 35% 32%

11%

TABLE-11.3 RANK OF THE AFTER SALES SERVICE OF ONIDA COLOR TV AS PERCEIVED BY OTHERS RANK 1 2 3 4 5 6 7 % OF 2.6% RESPONSE 13.2% 15.8% 19.8% 2.6% 1.3% 1.3%

CANT SAY 43.2%

3% 13% Rank1 Rank 2 43% 16% Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 CANT SAY 1% 1% 3% 20%

TABLE-11.4 RANK OF THE ADVERTISEMENT OF ONIDA COLOR TV AS PERCEIVED BY OTHERS RANK 1 2 3 4 5 6 7 CANT SAY % OF 2.6% 11.8% 11.8% 31.6% 11.8% 7.9%% 1.3% 21.1% RESPONSE

45

RANK-1
21% 1% 3% 12% 12%

RANK-2 RANK-3 RANK-4

8% 12%

RANK-5 RANK-6
31%

RANK-7 CAN'T SAY

TABLE-11.5 RANK OF THE PRICE OF ONIDA COLOR TV AS PERCEIVED BY OTHERS RANK RANK 2 RANK 3 RANK 4 RANK 5 CANT SAY % OF 9% 26% 45% 7% 13% RESPONSE

13% 7%

9% 26%

RANK 2 RANK 3 RANK 4 RANK 5

45%

CANT SAY

TABLE-11.6 RANK OF THE BRAND NAME OF ONIDA COLOR TV AS PERCEIVED BY OTHERS RANK 1 2 48% 3 19% 4 5% 5 5% 6 5% CANT SAY 9%

% OF 9% RESPONSE

46

RANK 1
5% 5% 5% 9% 9%

RANK 2 RANK 3 RANK 4 RANK 5 RANK6 CAN'T SAY

19%

48%

SOURCE:-Field Survey INTERPTRETATION:From the above shown tables from Table No-11.1 to 11.6 it is found that most of the customers of other brands of color TVs have a very good image regarding the quality, Brand name ,Technology of Onida color TV by ranking it 2 or 3. But at the same time according to some of the customers of other brands of color TVs, the rank of Onida color TV is 4 or 5 when the factors like price or advertisement or after sales service are taken in to consideration. So overall the customers of other color TVs have very good perception on Onida color TV for its Quality, Technology and Brand name. Only factor that dissatisfies is the Price and lack of publicity.

DEALERS/RETAILERSANALYSIS
Table-1
DEALER OR RETAILER IN % EX PER C O T E D IEN E F H EALER O R AILER IN C LO R T R ET O U V BU ESS SIN

45 40 35 30 25 20 15 10 5 0

40 26 16 18

0--5

5--10
YEAR O EX S F PER C IEN E

10--15

A BOV 15 E

Source: Field Survey Note : Total no of dealers/retailers visited is 50 It is found from the above chart that out of the total 50 number of dealer/retailers surveyed only 18% are having more than 15 yrs of experience in colour TV business followed by 16%, 26%,40% having experience in this business for 10-15yrs,510yrs,0-5yrs respectively.Findings: 18% dealers /retailers have more than 15yrs of experience in this business.

47

Table 2:
DIFFERENT BRANDS AVAILABLE IN VARIOUS SHOWROOMS

NO OF DEALER OR RETAILER

60 50 40 30 20 10 0
LG

48 39

42 23 31 24 22 9 11 4 3

Source: Field survey Total number of dealers/retailers visited is 50 It found from the above chart that out of total showroom visited, LG is available in 96% showroom followed by Onida 84% ,Samsung 78%,Philips 62%, Sansui 46%,SVL 44%, TCL 22%,videocon 18%, BPL 8%,Akai 6% respecticely. Findings:- Onida TV is present in 84% showroom.

Table 3:Highest selling brand of colour TV in different showroom

60% 40% % of showroom 20% 0% brand name LG Samsung Onida Sansui Philips Videocon

Source: field survey Number of showroom visited =50 It is found from the above chart that LG is the highest selling brand in 54% of outlets followed by Samsung, Sansui, Onida, Philips and Videocon are the highest selling brand in 20%,12%,8%,4%,2% of showroom respectively. Findings:- Onida is the highest selling brand in 8% of TV showroom.

N G O N ID SA A N S PH UI IL IP S SO N Y VI D SVL EO CO N TC L BP L AK AI

SA M

SU

BRAND NAME

48

TABLE -4 REASONS RESPONSIBLE FOR ATTRACTING THE CUSTOMERS FOR A PARTICULAR BRAND OF COLOR TV REASONS RANK-1 RANK-2 RANK-3 RANK-4 RANK-5 RANK-6 Quality 25 12 8 5 0 0 Price 10 18 7 2 1 12 Promotional 5 5 19 9 9 3 activity Technology 7 11 5 21 6 0 After sales 3 4 3 5 26 9 service Warranty 0 0 3 3 7 37 Source:- Field Survey Note:- (1) Rank-1 indicates top priority (2) Rank-6 indicates low priority From the above table we find that ,the quality factor got Rank-1 ,followed by Price : Rank-2, Promotional activity : Rank- 3 , Technology: Rank- 4, After sale service: Rank-5 and Warranty :Rank -6 respectively are the factors responsible for attracting the customers for a particular brand of colour TV. Findings:- Quality,Price,Promotional activity, Technology ,After sale service and Warranty respectively(in chronological order of ranking) are the factors affecting the selling of a particular brand of Colour TV. TABLE -5 APPROXIMATE ANNUAL SALE OF ONIDA COLOR TV PER ANNUM QUANTITY 0-50 50-100 12 100-200 9 200-300 6 300-500 4 ABOVE 500 1

NO. OF 10 SHOWROOMS
14

No. of showrooms

12 10 8 6 4 2 0

12 10 9 6 4 1
0-50 50-100 100-200 200-300 300-500 ABOVE 500

Range of selling SOURCE:-Field Survey Note:- Total no of show rooms visited =50

49

It is found from the above chart that out of total dealer/retailer of ONIDA color TV , 33% among them are selling in the range 0-50 pieces per annum followed by 31%,14%,12%, 7% and 3% of them are selling in the range 50-100, 100-200, 200300,300-500 and above 500 respectively. Findings:- Maximum no of dealer/ retailer of ONIDA color TV are selling in the range 0-50 pieces per annum. TABLE-6 :DIFFERENT MODELS OF ONIDA COLOR TV AVAILABLE IN DIFFERENT OUTLETS MODEL FREQUENCY (NO OF SHOPS) 29 OXYGEN THUNDER 7 21 OXYGEN 500 10 21 OXYGEN 300 27 21 BLACK THUNDER 3 21 BLACK 500 16 21 BLACK 300 29 21 BLACK 200 38 21 BLACK 150 41 21 MARVEL 3 21 KY THUNDER 2 20 OXYGEN 12 20 CS DLX 2 20 XS DLX 26 20 MARVEL 8 15 OXYGEN 8 14 XS DLX 32 14 CANDY DLX 2 14 TVE GOLD 0 SOURCE:- FIELD SURVEY No of show rooms visited=50 It is found from the above table that out of 42 Dealers/ retailers of ONIDA color TV 21 Black 150 is present in the 98% of the show rooms followed by 21 Black-200 ,14 XS DLX , Black 300, 21 Oxygen 300, 20 XS DLX , 21 Black 500, 20 Oxygen, 21 Oxygen 500, 15 Oxygen , 20 Marvel, 29 Oxygen Thunder, 21 Black Thunder, 21 Marvel , 21 KY Thunder ,14 Kandy DLX are present in 90% , 76%,69%,64%,62%,38%,29%,24%,20%,19%,17%,7%,7%,5% and 5% of outlets respectively FINDINGS:-21 Black150 is present in maximum no of outlets. TABLE-7 HIGHEST SELLING MODEL OF ONIDA COLOR TV IN DIFFERENT OUTLETS MODEL OXYGEN 300 BLACK 150 XS DLX FREQUENCY 3 35 4

50

M X U S L IN M D L A IM M E L G O E
OY E 30 XGN 0 B A K1 0 LC 5 1% 0 7 % X DX S L

8% 3

SOURCE:- FIELD SURVEY TOTAL NO OF SHOW ROOMS =42 It is found from the above table that out of various models of ONIDA color TV, 21 BLACK150 is highest selling model in 83% outlets followed by 14 XS DLX and OXYGEN 300 in 10% and 7% of outlets respectively. FINDINGS:- 21 BLACK-150 is the highest selling model of ONIDA color TV. TABLE-8 REASON BEHIND THE SELLING OF A PARTICULAR MODEL OF ONIDA COLOR TV. REASONS PRICE DESIGN QUALITY TECHNOLOGY NO OF 33 RESPONSES EMBED
TECHNOLOGY 2

14 Excel.Chart.8

2 \s

Factors

QUALITY

14

DESIGN

1 c

PRICE 0 5 10 15 20 25 30

33 35

No. of Respondents

SOURCES:-FIELD SURVEY NOTE:- NO OF SHOW SURVEYED=42

ROOMS

OF

ONIDA

COLOR

TELEVISION

51

The price factor is one of the major reasons behind the sale of ONIDA color TV as responded by many as shown above followed by quality ,technology and design FINDINGS:- Price is the important factor affecting the selling of ONIDA color TV. TABLE-9

SATISFECTION LEVEL OF DEALER / RETAILER ON THE TECHNOLOGY OF ONIDA COLOR TV LEVEL OF Highly Satisfied Moderately DisSATISFACTION satisfied Satisfied satisfied NO OF 2 30 9 1 DEALER/RETAILER

2% 21%

5%

72%

Highly satisfied Satisfied Moderately Satisfied Dis-satisfied

SOURCE:- FIELD SURVEY NOTE: - No of dealer/retailer of ONIDA color TV visited =42 It is found from the above table that out of 42 Dealer/retailer of ONIDA color TV 71.5% are satisfied on the technology followed by 21.5% ,5% and 2% are moderately satisfied ,highly satisfied, and dis-satisfied respectively FINDINGS:-Maximum no of Dealer/ retailer are satisfied on the technology of ONIDA color TV. TABLE-10

SATISFECTION LEVEL OF DEALER / RETAILER ON THE PRICE OF ONIDA COLOR TV LEVEL OF Highly Satisfied Moderately DisSATISFACTION satisfied Satisfied satisfied
NO. OF 0 DEALER/RETAILER 21 16 5

52

Dissatisfied 12%

Satisfied 50%
Satisfied

Moderately Satisfied 38%

Moderately Satisfied Dis-satis fied

SOURCE:- FIELD SURVEY NOTE: - No of dealer/retailer of ONIDA color TV visited =42 It is found from the above table that out of 42 Dealer/retailer of ONIDA color TV 50% are satisfied on the PRICE followed by 38%,12% and 0% are moderately satisfied , dis-satisfied and highly satisfied respectively. FINDINGS:-Maximum no of Dealer/ retailer are satisfied on the price of ONIDA color TV. TABLE-11

SATISFECTION LEVEL OF DEALER / RETAILER PROMOTIONAL ACTIVITY OF ONIDA COLOR TV.

LEVEL OF Highly SATISFACTION satisfied NO. OF 0 DEALER/RETAILER

ON

THE

Satisfied
6

Moderately Satisfied
16

Dissatisfied
20

1% 4

4% 8

3% 8

S tisfie a d M d ra ly o e te S tisfie a d D is-sa tisfie d

SOURCE:- FIELD SURVEY NOTE: - No of dealer/retailer of ONIDA color TV visited =42 It is found from the above table that out of 42 Dealer/retailer of ONIDA color TV 48% are Dis satisfied on the Promotional activity of ONIDA followed by 38%,14% and 0% are moderately satisfied , satisfied and highly satisfied respectively.

53

FINDINGS:-Maximum no of Dealer/ retailer are Dis-satisfied on the promotional activity of ONIDA color TV. TABLE-12

SATISFECTION LEVEL OF DEALER / RETAILER ON THE AFTER SALES SERVICE OF ONIDA COLOR TV LEVEL OF Highly Satisfied Moderately DisSATISFACTION satisfied Satisfied satisfied NO OF 3 22 12 5 DEALER/RETAILER
12% 7%

Highly satisfied Satisfied Moderately Satisfied Dis-satisfied

29% 52%

SOURCE:- FIELD SURVEY NOTE: - No of dealer/retailer of ONIDA color TV visited =42 It is found from the above table that out of 42 Dealer/retailer of ONIDA color TV 52% are satisfied on the After sales service of ONIDA followed by 29%, 12% and 7% are moderately satisfied ,Dis-satisfied and highly satisfied respectively. FINDINGS:-Maximum no of Dealer/ retailer are satisfied on the After sales service of ONIDA color TV. TABLE-13

SATISFECTION LEVEL OF DEALER / RETAILER ON THE M.R.P.ON ONIDA COLOR TV. LEVEL OF Highly Satisfied Moderately DisSATISFACTION satisfied Satisfied satisfied NO OF 2 32 6 2 DEALER/RETAILER
5% 5%
Highly satisfied Satisfied Moderately Satisfied Dis-satisfied

14%

76%

SOURCE:- FIELD SURVEY

54

NOTE: - No of dealer/retailer of ONIDA color TV visited =42 It is found from the above table that out of 42 Dealer/retailer of ONIDA color TV 76% are satisfied on the MRP of ONIDA followed by 14%,5% and 5% are moderately satisfied ,Dis-satisfied and highly satisfied respectively. FINDINGS:-Maximum no of Dealer/ retailer are satisfied on the MRP of ONIDA color TV. TABLE 14.

SATISFECTION LEVEL OF DEALER / RETAILER OF ONIDA COLOR TV ON ITS CHANNEL OF DISTRIBUTION. SATISFECTION LEVEL NO OF DEALER/ RETAILER
Highly satiafied 3 satisfied Moderately Dissatisfied

Satisfied
31 2 3

No view 3

7% 4 Hh st f d ig ly asie St f d asie Md r t l s t f d o eae asie y D - asie iss t f d Nv w o ie 7 % 7 % 7 % 5 %

SOURCE:- FIELD SURVEY NOTE: - No of dealer/retailer of ONIDA color TV visited =42 It is found from the above table that out of 42 Dealer/retailer of ONIDA color TV 74% are satisfied on the MRP of ONIDA followed by 7%,7% and 5% are highly satisfied ,Dis-satisfied and moderately satisfied respectively. FINDINGS:-Maximum no of Dealer/ retailer are satisfied on the channel of distribution of ONIDA color TV.

TABLE 15
SATISFACTION LEVEL OF DEALER / RETAILER OF ONIDA COLOR TV ON THE AVAILABALITY OF PRODUCT.
H ig h ly s a tia f ie d satisfied

SA T ISFE C T IO N LE V E L
6 3 2

Moderately Dissatisfied Satisfied

3 1

N O O F D E A L E R / R E T A IL E R

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77% H lysatisfied igh S atisfied M oderately satisfie d D is-satisfied

1 4%

2%

7 %

SOURCE:- FIELD SURVEY NOTE: - No of dealer/retailer of ONIDA color TV visited =42 It is found from the above table that out of 42 Dealer/retailer of ONIDA color TV 77% are satisfied on the MRP of ONIDA followed by 14%,7% and 2% are highly satisfied moderately satisfied and Dis-satisfied respectively. FINDINGS:-Maximum no of Dealer/ retailer are satisfied distribution of ONIDA color TV. on the channel of

TABLE 16
SATISFECTION LEVEL OF DEALER / RETAILER OF ONIDA COLOR TV ON THE CREDIT FACILITY PROVIDED BY THE COMPANY. Highly satisfied Moderately Dissatisfied satiafied SATISFECTION Satisfied LEVEL
1 32 7 1

NO OF DEALERS

7% 9

H h s tisfie ig ly a d S tis d a fie M d ra lysa fie o e te tis d D a is-s tisfie d

2 % 2 % 1% 7

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SOURCE:- FIELD SURVEY NOTE: - No of dealer/retailer of ONIDA color TV visited =42 It is found from the above table that out of 42 Dealer/retailer of ONIDA color TV 79% are satisfied on the MRP of ONIDA followed by 17%,2% and 2% are moderately satisfied. Highly satisfied and Dis satisfied respectively. FINDINGS:-Maximum no of Dealer/ retailer are satisfied on the credit facility provided by the company.

TABLE 17
SUGGESTIONS GIVEN BY DEALER OR RETAILER FOR IMPROVE MENT IN THE MARKRT SHARE OF ONIDA COLOUR TV. SUGGESTIONS FREQUENCY

More promotional activity Decrease in price Change in marketing policy Free gift or offer Quality improvement Quick after sale service
SOURCE: - FIELD SURVEY

28 8 8 6 3 8

It found above table that maximum no. of suggestions are given ion important of more promotional activity followed by to decrease in price, change in marketing policy, quick after sale service, free gift or offer and quality improvement respectivily for the improvement in market share of onida colour TV.

Finding:-Maximum no. of suggestions for the improvement of market share of

onida colour tv is more promotional activity is required.

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CHAPTER-V

FINDINGS:
1) Most of the people get aware of a particular brand of color TV from TV advertisements which is the most vital media of communication of a brand to the people followed by ads on News papers and friends or relatives as per our study .

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2) Most of the ONIDA color TV customers have bought the TV by getting influenced by the factors Quality, Brand Image, Latest Technology, Price and Warranty in their chronological order respectively. 3) It was found that the overall satisfaction level of ONIDA color TV customers is very good with near about 60%of the total customers are highly satisfied whereas 26% of the total customers of ONIDA color TV are moderately satisfied ,12% are least satisfied and only 2% are dissatisfied. 4) The reason behind the level of least satisfaction or dissatisfaction was found to be of either high price or poor after sales service. 5) In the survey among those who have no color TV t present as conducted by us , we found that about 24.6% are interested to buy a ONIDA color TV set in near future because of its good quality, latest technology and brand image. 6) It was also found from the study that some of the customers go for other brands because of high price of ONIDA color TV as compared to other brands of color TV. These customers were influenced by the quality, technology and Brand image of Onida color TV and would have bought ONIDA if the price were a little lower. 7) So far as quality is concerned, most of the ONIDA color TV customers are highly satisfied which contributes about 96% and only 4% are moderately satisfied. But no one was found to have any complaint or doubt against the quality of ONIDA color TV . So it is very much clear from the study that ONIDA has a very good brand image in the mind of customers for its high quality. 8) Again it was also found that most of the ONIDA color TV customers are highly satisfied with the technology of ONIDA color TV which contributes about 73% of the total customers of ONIDA color TV followed by 26% are moderately satisfied with technology and only just 1% of total ONIDA color TV customers are dissatisfied on the technology of the TV which is almost negligible. How ever these customers have dissatisfaction on either the remote or color adjustment .So it is very much clear from the study as made by us that ONIDA bears a good brand reputation for its latest technology. 9) It was also found from our study that about 90% of the total ONIDA color TV customers have a very good impression on the Brand name of ONIDA and only 10% remarks that this brand is of average class. 10) Similarly 91% of the total ONIDA color TV customers are found to be satisfied with the after sales service of Onida color TV. Rest 9% are moderately satisfied with the after sales service of ONIDA color TV which is due to the late response to their complaints. According to those the after sales service needs to be quicker as far as possible. 11) About 78% of the ONIDA color TV customers were found to be satisfied of the price what they have paid for the TV. According to those they are getting the true value of the price they have paid to buy it due to its technology, quality and brand name. Whereas 21% are slightly disappointed d of the price because according to them the price is slightly higher. Only 1% of the total ONIDA 59

color TV is completely dissatisfied of the price according to whom the price is really very high as compared to other TV brand like LG, Samsung or Akai. 12) The survey also show that 94% of the total ONIDA color TV customers have no technical problem yet with their TV set whereas the rest 6% are somehow have some technical problem with the TV set which is either in the functional problem in their remote controllers or some problem in picture clarity. So according to the ONIDA color TV customers, ONIDA is technically a very good brand in the industry. 13) It was found that about 83% of total ONIDA color TV customers have recommended either to their friends or to their relatives or to others to buy ONIDA color TV which shows a strong brand loyalty towards ONIDA and also this shows the satisfaction level of ONIDA color TV customers . However Sony stand 1st in the list so far as rate of recommendation is concerned with92% of recommendations, followed by Samsung with 89% and LG with 88% recommendation. So ONIDA ranks 4th in the list. 14) It was also found that most of the customers are about 73% suggest for more advertisements in order to improve market share of ONIDA color TV whereas 33% suggest for reduction in price or employment of more attractive gift/offer or any other promotional activity. For the improvement of selling or market share. 15) From the study on dealers or retailers it was found that 84% of the total dealers /retailers deals with ONIDA color TVs which is less as compared to LG which is available in almost 96% shops/outlets. 16) Some of the dealers also said that used to deal with ONIDA color TV sets but due to lack of publicity , high price and low demand they dont now deal with ONIDA any more. 17) In 54% of the total shops studied by us, LG is the highest selling brand followed by SAMSUNG in about 20% shops where as in only 8% of the shops have highest selling of ONIDA color TV. 18) According to the dealers / retailers the customers are attracted to a particular brand of color TV by its quality, price, advertisement, technology, after sales service taken in chronological order of ranking. 19) About 48% of the dealers / retailers suggest that there is lack of promotional activity which affects badly on the selling of ONIDA color TV.38% dealers/ retailers are moderately satisfied with the promotional activity of ONIDA. 20) It was also found from the above study that about 52% of the total dealers /retailers are satisfied with the after sales service of ONIDA color TV and 50% are satisfied with the pricing of ONIDA color TV, 76% are satisfied with the MRP of ONIDA color TV whereas about 76% are satisfied on the distribution channel of ONIDA color TV. 21) Maximum numbers of dealers /retailers suggest for more promotional activity by ONIDA followed by reduction in price, change in marketing policy and

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quick after sales service for the improvement sales of ONIDA color television in market. 22) According to most of the dealers /retailers ONIDA bears a very good brand image, and reputation for its superb quality in the buyers mind but some of the customers go for other brand because of its high price for the lower and middle class family which they are unable to afford though they have a strong wish to buy ONIDA color TV

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SUGGESTIONS:
1) Maximum no. of customers are satisfied with ONIDA color TV .They are also satisfied with the quality technology but some of the customers are dissatisfied or least satisfied on the after sales service of the produ8ct which may be due to lack of prompt & quick service , low skilled service personnel or else. It should come up aggressively to maintain the brand image and keep the customers delighted. 2) Price is an important factor which affects the performance of selling a particular brand in the market. So the company should consider the price so that customers of different category might go for ONIDA color TV instead of other brands. 3) Prompt services should be taken care of for the newly purchased customers as well as for the existing customers so as to keep them satisfied and delighted. 4) Another important area on which the company has to pay more attentions is Publicity of the products. As the study shows that maximum numbers of customers get aware of a particular brand of color TV basically from the advertisements on TV followed by news papers. So it is suggested that the company should increase its budget for the advertisement or publicity which will definitely help the company to reach at different parts of the country through frequent advertisements on TV as well as in Local and National news papers. This step will definitely help in increasing the market share of the brand. 5) The company may arrange some road shows through mobile vans and install display hording at different crowded place to increase the publicity and awareness of the brand. 6) Different types of promotional activities may be adopted such as arrangement of sponsorship programs of different local festivals, sports, competitions; cricket matches etc. to increase the brand awareness and the publicity of the product. It is also found that free gifts, attractive offers with various models of color TV will certainly create a difference in the selling volume of the color television as this will put a great impact on customers mind and they will certainly show a great interest in buying ONIDA color TV. So the company may attempt for these type of promotional activities to draw more attention of the customers towards the brand. 7) Dealers, retailers or any other intermediaries play an important role for the selling of a particular brand or model. Sometimes although having a good brand reputation and image often the companies cant achieve their target. One of the main reasons for this is lack of interest of dealers or retailers to sell the product at their counters and sell other brands. So it should be taken care properly that the company must maintain a sound and healthy relationship with all the dealers or retailers. This may be done by frequently arranging meetings with the intermediaries to detect the problems and minimize it easily.

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8) Attractive prizes, free gifts, competitions should be employed to increase the interest level of the intermediaries which will help the company to earn a good brand image and market share as well. Also training programs should be arranged for the sales personnel. 9) To reach each and every place , all level of customers the company should pay more focus on rural areas , sub-urbans, urban areas with a moderate price and models to attract the customers.

10) The company should keep in mind and open up its eyes on its major competitors strategy inventions, regular research and development activities to stay in the market for long time and compete with others.

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CONCLUSION AND BIBLIOGRAPHY

CONCLUSION:
After successful completion of the project work, I am to conclude that, I have gained a lot of knowledge about Onida colour TV and its competitors in the Orissa market. As the sample is concerned, it is a random and small size , so it is difficult to tell about the exact position of ONIDA colour TV in ORISSA market, still the awareness level and brand image of ONIDA colour TV is good compared to that of other brands in the market.

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During this project work, I had to face a lots of problems while dealing with the customers and dealers, because some of them are rigid in nature, some did not responded, some denied, but despite of all above difficulties and problems ,I able to complete attitude. In fact, this project is really a good learning experience for me as well as for my future career. this project work successful in time because of my self confident,patience,ability to learn, adoptability to new circumstances and positive

BIBILIOGRAPHY
Reference Text Books Kotler Philip ,Marketing Management, Prentice Hall of India Ramaswamy & Namakumari, Marketing Management, McMillan & Co. Saxena Rajan, Marketing Management, Tata McGraw Hill

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CHAPTER III CONCEPTUAL & THEORY

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