ONIDA

Onida International Ltd .
PROJECT AT A GLANCE
Name of the unit :- Onida International Ltd.
Sau. Branch
Office address :- Mirc Electronics Ltd.
Plot 22, 23, 24
Narayan Nagar Sco.
Narayan complex.
Ananadpar (Navagam)
Rajkot (Gujrat)
Ph. 0281- 2702933/34/44
Corporate Office :- Mirc Electronics Ltd.

Onida House, G-7 MIDE
Mahakali caves Rd.
Andheri (E)
Mumbai 400093,
Established year :- 1981
Size of the organization:- Large Scale Industry
Form of organization :- Public Limited.

Web Site :- www.onida.com.
Name of the sub. co. :- Igo Marketing
Number of dealers :- 6 DealersRajkot.

2 distributors
1
No. of service Center :- 1 (Rajkot)
No. of Warehouses:- 1 ( Out of Octroi Limit)
Product line :- Colour TVs.

DVDs
Microwaves Oven
Air Conditioners
Washing machines
LCD.TV
Plasma TV.
Presentation Product
2
INDEX
Sr. Particular Page

No. No
.
1 Introduction. 4
2 History & development. 6
3 Growth of Onida. 8
4 Promoters and other information. 9
5 Size o unit & type of organization. 11
6 Product of the company. 12
3
INTRODUCTION
Marketing is often dynamic, challenging and

rewarding. It can also be frustrating and even disappointing.
But it is never dull. It is the part of organization where the
rubber meets road- the place where an organizations ideas,
planning and execution are given the avoid test of market
acceptance or rejection.
Marketing job is to convert essential needs into

profitable opportunities marketing consists of all activities
by which a company adopts itself to its environment
relatively and profitability.
Before few years ago there was no need for marketing

because there was no competition in market and so as
compared to supply of product there was more
advertisement. So there was no used of marketing the
products.
Marketing is the process of planning, executing, the

competition, pricing, promotion and distribution of ideas,
goods and services to create exchange that satisfy
individuals and organization goals.
- According to Philip Kotler
Marketing management includes management of

demand, promotion, price and place new means distribution
channel management etc. promotion includes advertising,
publicity, sales promotion and personnel selling etc. price
includes strategies of products, place includes management
4
of distributions network it s cost, its effectiveness ad

efficiency etc.
In todays era at each and every step any scale of
business needs marketing tools for marketing their business
fresh and smooth as well as under providing business life
cycle.
5
HISTORY & DEVELOPMET
Onida International Ltd. is no. 1 in consumer

electronic company in India. The company was started by
the late shree Mr. G.L. Mirchandani a man of idea of
substances a man of vision who was responsibility for
setting up at string the way to the top with his talents ad
will power.
Though he took opportunity to establish at, noida, the

in the saw a huge changes in the field of electronic in India.
He launched Indias first world class colour Television.
Onida International Ltd. today, Onida is a 33 branches.

Electronics across the nation, Indias no. 1 brand of
consumer electronics and home appliances, trusted by over
30 million people to improve their quality of life.
Onidas International Ltd. is todays fastest growing. It

was started 1981 at that time its business was Rs. 41 Cr.
And today it has crossed the amount of Rs. 3014.6 Cr. 31 st
March 2005
6
The promoters of Onida International Ltd., leads the

success of the company to its surgery of being market
friendly Onida are main innovators in the in the worlds
most advanced technologies/ in colour TVs, Onida was the
first Indian company to introduce picture in-picture, Turbo
sound, Surround sound, Larger screen sizes, The full flat
square tube, Edge technology and amazing aesthetics.
Onida International Ltd. was high quality range of colour
TVs for the price conscious consumer and lower price
conscious consumer. Also it has very recently launched
Internet television for growing children in the growing
trend.
The company has invested Rs. 45 crores in molding

shops to meet their entire requirements of cabinets for
television, audio, VCD and tubes. For washing machine, to
has also invested RS. 20 crores in component producing
facilities to make fly back.
The company is still developing with great speed like

today its turnover is more than Rs. 3850 cr. Like this the
progress is smoothly going on add it breaks the old record
by establishing new record.
Onida International Ltd group companies have won

prestigious approvals and certifications from Indian and
abroad. Institute, Germany, the British standards. The CE
approval from exporting to Europe and the ISO -9001
certification obtained from BVQI.
7
GROWTH OF ONIDA COMPANY
We have now entered into the world of 21st century.

This new century has put before us many new challenges,
which we have to readily accept. It has also created many
innovations, which might have been unimaginable of
unbelievable for people with the changed.
Looking ahead Onida International Ltd. is Indias
largest consumer. Electronics & home Appliances
Company, with increasing investment in diversified
business.
THE GROWTH OFTE COMPANY S AS FOLLOWS
Production of colour & Black & white TV.
Setting of Vada plan & production of washing
machine.
Production of Adios Products.
Introduction of new technology and double window
dynamic wide.
Internet Television
The biggest advertisement event of the year is
coming to India & Onida has become the official
co-sponsor of ad-Asia 2003 the conclave that being
together the most brilliant minds in the field of
marketing & advertising.
It has launched is disk washers.
It had launched 2 new series and 8 new products .
Production of electronic Micro waves & Air
conditioners.
8
PROMOTERS AND OTHER INFORMATIONS
Promoters :-
Mr. G.L. Mirchandani
Mr. Vijay Manshukhani
Board of director:-
Mr. G.L. Mirchandani.
Mr. vijay Manshukhani.
Mr. Manoj Maheshwari.
Mr. Vimal bhandari.
Mr. Haresh Mariwala.
Mr. Ranjan Kapur.
Bankers :-
Bank of India
Panjab National Bank
Industrial Bank Ltd.
State Bank of India
H.D.F.C. Bank.
Corporate Office :-
MIRC Electronic Ltd.
Onida House , G-1,
MIDE Mahakali Caves Rd.
Endheri (E)
Mumbai 400093,
Tel. 022 28200435
Visit As At:- www.onida.com
9
Major Production Center :-

VADA
Onida International Ltd. :-

MIRC Electronic Ltd.
Onida House , G-1,
MIDE Mahakali Caves Rd.
Endheri (E)
Mumbai 400093,
Tel. 022 28200435
10
SIZE OF UNIT & TYPE OF ORGANIZATION
Size of Unit :-
Onida International Ltd. investment is more
than 20 Corers so we can say that it is large-scale industry.
Type of Organization :-
Onida International Ltd. is a Public Limited
Company.
11
PRODUCT OF THE COMPANY
The product is the most important converser by which

any firm can prove its efficiency and insertion of quality.
Product is a symbol of the business firm. It is center point
around which all the activities of the business i.e.,
marketing, finance, production etc. are woven without a
product nothing to sell, nothing to price, and nothing to run
business. Product is an engine of the vehicle of the
company for providing consumer satisfaction.
They produce colour Televisions, Internet

television, Flat Colour Television, conventional television,
L.C.D. TV. Washing machine, Flat Air conditioners, DVD
Player, Righter, Micro Waves.
12
INDEX
Sr. Particular Page

No. No
.
1 Introduction. 14
2 Organization Structure. 15
3 Marketing Competitiveness. 16
4 Channel of Distribution. 17
5 Market of Product. 18
6 Market Research. 19
7 Branding & Slogen. 20
8 Marketing Mix. 21
13
INTRODUCTION
Marketing is a social and managerial process through

which individual and groups can obtain what they need and
want through creating offering and exchanging product of
value with others.
-Philip Kotler
Marketing is comprehensive term marketing is a

management function to plan promote and deliver product
to the customers. A successful marketing strategy has better
marketing tools by which the firm may overcome existing
competition. We have to be strong either on one front as all
other fronts, which create a demand for our products. At
any time there may be no advertisement adequate and
marketing management must find ways to deal with
marketing different demand status.
Onida International Ltd. has a marketing department

branches in several cities like, Rajkot, Ahmedabad, Baroda
and Mumbai etc. all marketing decisions are taken from
these branches. Vivek Sharma vice president Marketing
Sales & super vices.
14
ORGANISATION CHART OF MARKETING

DEPAARTMENT
The main aim of marketing department is to translate

consumers demand in to physical product or service. It
helps whole organization. It knows demand of consumers
through marketing channels. The organization of marketing
department is depended on structure of marketing
department.
The marketing department of Onida International Ltd.

is in Mumbai & branches of marketing department are
distributed I several cities.
Te organization chart of marketing department of

Onida as follows;
President
VP VP VP VP
Sales Marketing Sales Production
CE HA
15
MARKETING COMPETITIVENESS
Onida International Ltd. today is a household name

across the nation. Indias No.1 brand of colour TVs, audio
system, VCDs, Washing machine, air conditioners, and
Micro Weves.
Onida International Ltd. is having so many

competitors in the field of each product. The competitors
like Sony, BPL, LG, Aiwa, Samsung and Videocon.
I have noted from my survey that Onida is better than

other companies than consumers demand more than other
companys product.
16
CHANNEL OF DISTRIBUTION
With the competition of production the next problem

faced by the producer is to sell the goods to targeted
consumers. There are always links between producers and
consumers. The way through which the goods fallow from
producers to consumers is called channel of distribution.
Marketing channels are sets of interdependent organization
involve in the process of making product or service
available for use of consumption.
Marketing channel decision is among the most critical

decision. Once a firm chooses a marketing channel, it must
be usefully remain for a substantial period. Most producers
sell their goods through wholesalers, retailers or agents,
which forms a part of a marketing channel. They must
choose the chipset channel because it is very risky.
There are two types of channel of distribution channel

is Onida which are as follows;
Distributor/Dealers Direct Dealers
Sub Dealer Consumers
Consumers
17
MARKET OF PRODUCT
The main product of Onida International Ltd. is a

television and home appliance.
Now a day Onida International Ltd. sell over three and

half million consumers in electronic products and more
than two million are in home appliances. The entire product
is designed taking in to consideration the customers
advice, their Convenience, Entertainment, and Comfort etc.
it has over of the market.
In short Onida International Ltd. has both domestic

and international market.
18
MARKETING RESERCH
Beside the internal report of marketing executives, the

management often focused study of specific problem and
opportunities for better marketing activities. The
management often was to face the problem related with
marketing like, pricing decision, promotion decision,
market segmentation etc. These problems look to be the
decreased the marketing and therefore, the exact sure is
required.
In marketing research the marketing is the doctor to

care all these decease.
We can find its systematic meaning from its definition

shown below;
Marketing research is the systematic design,

collection analysis and reporting of data and finding
relevant to a specific market situation facing the company.
Onida International Ltd. carried out their research

work in regular interval, personally when there is a
fluctuation sale of any product of the company, some times
the company also carried out research work to know the
view of the people about the new introduced product of the
company.
19
BRANDING AND SLOGAN
The word BRAND is a comprehensive term. A

brand is a name, term, symbol or design to identify the
goods or services of one sellers or group of sellers and
differentiate them from their competitors.
Some slogans are used in branding and trading the

slogan with right meaning attracts the consumer to purchase
the particular product.
Onida International Ltd. has slogan as follows;
Poison, You will die for it.
Nothing But The Truth.
Agge , Subse Agge Onida.
Expect More From Onida.
We love winning , We Love Onida .
20
MARKETING MIX
(A) PRODUCT :-
Product is an engine of vehicle of the
company for providing consumer satisfaction. The product
is most important conversion by which any firm can prove
its efficiency indentation of quality product is a symbol of
the business firm. Product is center point around which all
the activity of the business i.e. finance, marketing,
production, etc. are woven without a product nothing to
sell, nothing to price, nothing to run a business.
Onida has divided its product in to three parts;
Consumer electronics.
Home appliances.
Business electronics (New Products).
They produce colour television, washing machines, video

cassette player, audio disk washer, power inverter, air-
conditioners, and Internet television.
21
(B) PRICE :-
Price is the matter of vital important to both
the sellers and the buyers in the market place without
pricing they can not be marketing only when a buyer and a
seller agree on price we can have exchange of goods or
services.
Onida International Ltd. gives more important to

prices. They set the price as much as possible as low so that
middle class and poor class people can also purchase their
product.
This company has three objectives in price wise:-

product, quality and leadership. This company gets success
in all these objectives.
The price policy of Onida International Ltd. is

formulated keeping in my mind he fact that majority of
Onida consumers belong to upper class and upper middle
class family. Therefore, the pricing policy if formulated in
such a way that it is affordable by all classes of people and
it not a burden on their income. The top management of the
company formulates all policies.
22
(C) PLACE :-
The place mix decision, the decision of
location also plays a critical ole for retailer should locate
enough stress in easy city to gain promotion and
distribution economics. The place includes channels of
distribution, coverage, inventory, transport, warehousing.
Distribution channel means the channel by which

finished product is reached from producers to consumer or
users. It is the channel through which goods are made as
smoothly as possible.
Onida International Ltd. has two level channel of

distribution of different products. Onida has a network of
over 3850 dealers & 208 distributors.
23
(D) PROMOTION:-
Promotion is the process of marketing
communication involving information, persuasion and
influence. Promotion has three major purpose, if
communicates marketing information to consumers users
and retailers. The promotion mix includes the following :
Sales promotion
Advertising
Sales force
Publicity
Live Demo
Onida International Ltd. as different promotion policy

for different product for different tools of promotion like
sales promotion, advertising, sales force, publicity, direct
marketing. Marketing department of the company defines
this policy.
24
INDEX
Sr. Particular Page

No. No
.
1 Introduction. 26
2 Meaning and Classification. 28
3 Advertisement Components. 30
4 Major Advertisement Decision. 31
Mission. 32
Money 37
Message 44
Media 51
Measurement 58
25
INTRODUCTION
Advertising is a form of mass communication it is paid

for by a sponsor who wants to communicate about his
product or service to his customer.
Advertising can be defined as :-

Mass paid communication of goods, services or
ideas by an identified sponsor.
It communicates some special information about

product to people. However, advertising is only one
element of the promotion mix. It is often consumer special
performance in the overall marketing mix design. Also
advertising has now a days become a part of commercial
like. Hence, advertising is the most effective tool for
reminding and communicating the mass people.
Advertising involves the uses of such media as

magazines and newspapers, outdoor, posters, signs, radio,
television, catalogues, directories, pamphlets, direct
marketing etc.
As far as the advertising management of Onida

International Ltd. is concerned there is no doubt that, it is
adequately and continuously managed with considerable
efforts in very accurate directions.
Onida International Ltd. advertising is effective and

attractive and perhaps it is the factors by which it has been
really able to generate and create good demand and a
26
reputed name in the field of electronic and home

appliances.
Thus, advertisement may also be viewed as social

institution as an art from as an instrument of business
management as field of employment and profession.
27
MEANING AND CLASSIFICATION
1. Meaning :-
The word advertising originates from a Latin
word Advertise which means To turn To the dictionary
meaning of the term is To give public notice or to
announce publicity.
Advertising is any paid form of non-personal

presentation and promotion of ideas, goods or services by
an identified sponsor.
It is paid communication because the advertiser has to

pay for the space or time in which his advertisement
appears.
Advertisement has main purposes the real purpose of

advertising is only one, to sell a product, a service or an
idea through effective communication. Advertisement has
other purposes as well as like long term buildups of
corporate image, buildup board loyalty, information
dissemination about a sale, service or event, promote the
morale of sales persons and dealers etc.
28
2. Classification :-
The Layman is inclined to view, all advertisement
as being much the same yet, no advertisement situation are
exactly alike. Different companies produce different
products and want to motivate and attract different kinds of
customer groups. So, obviously advertising campaign
would be different.
The following classification outlines the broad scope

of these differences;
National Advertising
Retail Advertising
Industrial Advertising
Trade Advertising
Professional Advertising
Onida International Ltd. as well as Onida group of

companies produces consumer goods, so that they use to
advertise, Nation wide advertising to the ultimate
consumers and target market for response of Buy our
Brand.
29
ADVERTISEMENT COMPONANTS
Any advertisement, we see or hear has not been just

prepared easily effortlessly but it is the product of a series
of investigation strategic plans, practical decisions, the final
advertised campaign. Therefore, any advertisement mainly
involves following;
Research components :-
To research consumers like & dislike towards the
product or services and than to advertise the product into
the market.
Strategic components :-
Strategic plans in firms of objectives market
declination, setting the appropriation developing, creating
strategy and media plans.
Practical component :-
Practical component involves decision in regard
to budget expenditure and buying media scheduling and
advertisement constructions including advertisement copy,
layout, and production.
30
MAJOR ADVERTISING DECISION
The main goal of any advertisement is to wake a

proper response from the prospective group of people for
whom it is meant. Hence, in creating advertisement
programme-marketing manager must always start by
identifying the target markets and buyer motive. Than, they
can proceed to make the 5 major decisions in developing
advertisement programme, famously knows as 5Ms.
What are the advertising objectives? (Mission)

How much can be spent? (Money)
What message should be send? (Message)
What media should be used? (Media)
How result should be evaluated? (Measurement)
The Onida handles all these 5Ms very much carefully

and in a specific manner.
31
1. Mission.
What are the objectives ?

Objectives of Advertising.
Qualities of Advertising.
32
OBJECDTIVE OF ADVERTISEMENT
It is said that advertisement is nothing but a way of

sharing something effectively, i.e. to say about the product,
its features, significant etc. so that consumer become ready
and willing to purchase the product. The objectives of
advertisement are listed under following heads;
Preparing Ground For New Product:-

It is natural that new product needs
advertisement because potential customers have never used
such product earlier. Therefore, advertisement prepares a
ground for that product.
Creation of Demand:-
It is universally accepted fact that
advertisement has always been able to generate and create
demand to the largest extant and it is one of the prime
objects.
Reminding Customers:-
Advertisement is having immersed capacity
to remind the customers and memorized him about the
product and its other features. Now a day, in a cutthroat
competition customer is always flooded with many
products and innumerable players. Advertisement creates
import on his mind hence, it is necessary that our
advertisement gets repeated and reminds him so that it will
ultimately be able to enhance the demand for our goods,
services and ideas.
33
Facing Competition;-
Competition exist in all types of business
and no better weapon can be used in this competition batter
other than advertisement. So, in order to inform and
pursued our potential and existing customers in his
cutthroat competition. Advertisement is always important
weapon.
Enhancing Reputation:-
It is wrongly believed that advertisement is
necessary only in starting period of product but
advertisement is continues process. Advertisement that is
prepared smartly and efficiently and in a proper system
with up to date change can create and generate the goodwill
of the company.
Changing Attitude and Belief of the Customers:-

It is fact that prime objective of all
advertising is to change habits and mind set of customers.
So a well prepared advertisement considering innumerable
factors and eliminate in a specified manner can help to
change the attitude and belief f the customers group in large
and individually.
In India, Onida group of company is the market leader

in the electronic field and the market share of each product
is also high, the main objective of advertisement of
company is to maintain current demand stage and stimulate
more brand usage.
34
QUALITIES OF ADVERTISIENG
After setting, the objective of advertising the

advertiser must have some distinctive qualities, which
become helpful in fulfillment of objectives, which are as
follows;
Public Presentation:-
Advertising is a highly public mode of
communication. Its public nature confers kind of legitimacy
on the product and suggest a standardize offering. Because
many people receive the same message, buyers know that
their motives for purchasing the product will be publicly
understood.
Pervasiveness:-
Advertising is pervasive medium that permits the
seller to repeat a message much time. It also allows the
buyers to receive and compare the message of various
competitors. Large-scale advertising by a seller says
something positive about the sellers size, popularity and
success.
Amplified Expressiveness :-
Advertising provides opportunities for
dramatizing the company and colour. Sometimes however,
the tools at expressiveness many dilute or distract from the
message.
35
Impersonality :-
Advertising cannot be as compel as accompany
sales representative. The audience does not feel obligated to
pay attention or responded. Advertisement is able to carry
on only monologue, not a dialogue, with the audience.
In Onida group of companies all these qualities are

maintained in their advertisement.
36
2. Money
How Much Can Be Spend ?
How To Spend ?
Where to Spend ?
Introduction
Area of Decision
Factor Affecting Advertising Budget.
Administration and Control.
0% Interest
37
INTRODUCTION
After determining advertising objective, the company

can proceed to establish its advertisement budget for each
product or for all products. The role of advertising is to
increase the products demand curve. The company wants
to spend the amount required to achieve the sales good. But
how does it know that it is spending the right amount ?
In advertising the principle instrument used in

performing these functions is the advertisement budget. In a
sense, the entire administrative process reviewing past
operation, controlling on going operation and planning a
head center on the budget. Budgeting encourages previous
planning. It helps to keep expenditure with in
predetermined limits.
38
AREAS OF DECISION
An advertising budget encompasses two areas of

decisions,
The total amount of rupees to be spend for

advertisement is termed as appropriation.
Now these rupees will be spend.
Onida International Ltd. group of companies has spend

Rs. 29 Cr. And today it has reached to 4000 Cr.
Approximately in advertisement media.
Therefore, we may say that Onida International Ltd.

take good step and spend money at high level to advertise,
its product and handle if properly.
39
FACTORS AFFECTING ADVERTISING

BUDGET
Generally, the following factors must be considered by

most of the companies while preparing the advertising
budget.
Stage in Product Life Cycle :-

New product typically receive large
advertising budget to build awareness and to gain consumer
trail. Established brands usually supported with Low budget
as ration to sales.
Market Share and Consumer Base :-

High market share brands usually require
less advertising expenditure as percentage of sales to
maintain their share. To build share by increasing market
mix or market share require large advertisement budget.
Competition and Cluster :-

In a market, with a large number of
competition and high advertisement spending a brand must
advertise more heavily to the heard above the noise not
directly competitive to the brand creates a need for heavier
advertising.
Advertising Frequency :-
The number of repetitions needed to put
across the brands message to consumers also determines
the advertisement budget.
40
Product Substitutability :-
Brands in a commodity clad require heavy
advertising to establish a differential image. Advertisement
is also important when brand can offer unique physical
benefits or feature.
Size of Budget:-
Amount of money to be spend in
advertisement is of vital concern to the company and to the
agency chosen to serve the company.
Above noted all factors are taken in to consideration

by advertisement department of Onida International Ltd.
But in present stage of competition in India for electronic
goods they give more weight age to competition and
cluster, so they advertise its product more frequently and
prepare budget on that ground.
41
ADMINISTRATION AND CONTROL
A successful budget system requires constant and

careful check on all expenditures; care must be taken to see
that advertisement practice does not run counter to the
plans worked out carefully and systematically and
incorporated into the budget. This will require periodic
checking of expenditure especially for such items as stores,
display special sampling campaigns, conversion
expenditure and similar items that are not subject to
specific contracts.
In Onida International Ltd. complete and systematic

record are kept. Such records consist of total amount
appropriated for advertisement and complete detail and
listing of how this is to be expended. Not only the amount
for the anticipated expenditures for each items are also
recorded.
In Onida International Ltd. control and administration

budgets maintain by proper checking of sales result by
products and by sells territories. Based on these cheeks the
budget is changed to harmonized will the philosophy, which
directed its creation.
42
0% INTEREST
It is well known act that the problem of money arises.

Is prevailing everywhere. In addition, in this trend the
demand and wants o the customers are ultimate when one
demand is satisfy the other demand is emerges.
The most common demand of most of the customer is

about electronics and home appliances.
For easy consumption of desired product by

customers. The Onida International Ltd. has given very
attractive scheme i.e. to provide its product in the
installment basis at 0% interest.
For these purpose, total management decided the price

of the product, which are given on the installment basis at
0% interest. The company not only has to see the benefit of
the customer but also keep in mind that there should be no
loss out of such schem. In addition, they have to achieve or
reach the target so decided by them while designing such
schemes.
To decide the price and target of sales volume out of

such scheme is not an easy task but Onida International
Ltd. does this with more effectively and efficiently.
The finance provided in Rajkot by country wide, Bajaj

Finance and GE countrywide. The interest for this finance
may very with a change in scheme, installments provided
amount is it depends on financial institution from where the
finance is taken.
43
3. Messages
What To Say ?
How To Say Logically ?
How To Say It Symbolically ?
Who Should Say It ?
Introduction
Advertising Copy
Advertising Appeal
Advertising Layout
Slogan
44
INTRODUCTION
Having defined the desired audience support, the

company moves to develop an effective message, well
designed message should gain attention, hold interest
around desire and generate action in practice, few messages
take the consumer all the way from awareness through
purchaser but the AIDA framework suggests the desirable
qualities.
Formulating the message will require solving,
a) Advertising Copy
b) Advertising Appeal
c) Advertising Layout
d) Slogan
Each advertisement of the company indicates accuracy

and perfection about all discussed point. Its structure format
and highly attractive and most effective. In addition,
company chooses the super star models for punching a new
product with blast.
Thus, Onida International Ltd. has selected to the

ambresedar is Devil.
45
ADVERTISING COPY
Advertising copy covers all items appearing in an

advertisement the written words, pictures, design, label and
logo, it is prepared by an expert copywriter. It is a written
or spoken material of advertisement communication and
includes the headline name and address of the advertiser as
well as the text of the message. Advertising copy is a
creative business, demanding a lot of imagination and
foresight. Thus, advertising copy should be in simple, easily
understandable attractive and persuasive language.
In Onida International Ltd. the message formation has

given more weight age as for format of message is one of
the most important part in advertisement. It is suggested by
the experts, which are appointed by company and finalized
after taking opinion of the head of the advertisement
department and president of marketing.
46
ADVERTISING APPEAL
The communication has to figure out what to say to

the target audience to produce the desire response. His
process has been variously called the appeal theme, Idea or
unique selling proposition. It amounts to formulating some
kind of benefit motivation, identification or reason why the
audience should think about the product in short, it
represents the specific point of view or idea to be stressed
in the advertisement.
The three types of appeal are,
Rational appeals to the consumers self interest.

They show that the product will produce the
claimed benefit.
Emotional appeals attempt to stir up some negative
or positive emotion that will motivate purchase.
Communicators have worked with fear, guilt and
same appeal and getting people. Communicator also
uses positive emotional appeals such as humor,
love, pride and joy.
Moral appeals are directed to the audiences senses
of what is right and proper.
Onida group of companies mostly used to

advertisement their product with positive emotional
appeals. Some time they also use rational and moral appeal
for special advertise.
47
ADVERTISING LAYOUT
An advertisement layout is a sub part of advertising

copy. Advertising layout deals with proper and attractive
physical arrangement for the best presentation of the
message or sales communication.
In preparing the layout of an advertisement, such care

should be taken to ensure that it makes a proper appeal.
And it should be designed to provide a logical, clear,
unified present at in of the advertising message. It also must
be ensure that various element of the layout are properly
balanced. These elements are;
1. Headline :-
The headline comes first. It must be in fresh
wording. If, it is well worded, people will be stimulated
who read the message. So, it should be clear, simple, short
and attractive to hold the attention of the customer.
2. Illustration :-
Illustrations are in the form of line drawings,
cartoons, pictures, symbol, photographs for creating
interest, attracting attention and desire. Illustration is the
best and most effective way of communicating of ideas at a
glance.
48
3. Colour :-
Colour is an important ingredient of
advertisement, colour gives a great pleasure to eyes and
also help to gain an attention, these are most popular colors
like blue, red, and green, used in advertisement. Each
colour has an individual significance in communication of
ideas.
4. Body Copy and Text:-

It is the advertisement message. It is called
the heart of advertising copy. It is the sales talk performing
function of salesmanship. It will point out selling point of
the product where it can be secured what is its price, how it
is to be used. It gives all essential information as well as
guidance to the prospect.
49
SLOGAN
A good phase used and repeated often in advertisement

becomes a slogan. It should be original and remember able.
And a slogan should be short, simple and rhythmic enough
to be catchy.
For headlines, it always uses fresh and meaning full

combination of wordings.
For illustration, it uses the alphabet E on either side,

which represents Electronics to Energy.
For slogan, it has meaningful and masterly slogans,
Bring Home The Leader.

We Love Winning, We Love Onida.
Nothing But The Truth.
Right Movement for Right Time.
V Are The Future.
50
4. Media
How To Communicate ?
Selecting The Media
Introduction
Selection Of Specific Media
Media Scheduling
51
INTRODUCTION
One of the most vital decisions in the developing in

advertising strategy is the selection of media to be
employed. A good selection of advertisement leads
organization towards success. Because it is indeed a vehicle
by which an advertiser or manufacturers convey their
message to large group of customers regarding particular
product.
Selecting media is a tough task because not only it is a

choice making exercise but also because it has to operate in
the area of the psychology where nothing can be decided
accurately. Each of the mass media has specific
characteristics, potentials and liabilities that must be taken
into consideration on one hand and the prospective type of
group segment of customers on the other had when
selecting a medium for advertising effort.
52
SELECTING OF SPECIFIC MEDIA
The term media is plural for medium. In advertising

term medium is channel of communication such as,
Newspapers, Magazines and Vehicles for currying, the sales
message of advertising to the customer.
The advertising media may be direct or indirect. Direct

method of advertising refers to such methods used by
which he could establish a direct contract with the
perspective consumers. Indirect method of advertising is
the use of a hired agency spreading the information, mostly
media are indirect.
Onida make selection of media on following bases;
Target audience media habits

Media spread and effectiveness
Message
Lost
Frequency
Product
The main types of media exploited by Onida are,
1. Print media
2. Out door advertising media
3. Direct mailing advertising media
4. Audio visual advertising media
53
1. Print Media
Advertising in the print media is the oldest
and the largest on terms of advertising. The advertising
spend more money on print media that any other media. In
print media, there are two types of media, which are given
as under,
NEWS PAPER
Newspaper is widely needed by the people
in cities. The newspapers have their circulating in almost all
language. Therefore, the large number of people reads the
advertising message given in newspaper. So that, the
advertising message in it reaches to large number of people.
Newspaper advertising is easy to prepare and newspaper
are a relatively inexpensive medium.
The Onida International Ltd. uses newspaper
advertisement media. They are giving there advertising in
various newspapers namely Times of India, Gujarat
Samachar, Sandesh, Indian Express and Economic Times
etc.
MAGAZINES
Magazines are the second publication
medium available to an advertiser. The magazines are
published weekly, fortnightly, monthly etc. the newspaper
advertising has a very short life but the magazines
advertisement has longer life because magazines are to e
read again and again so they leave a lasting effects on
minds of people. The magazine advertisement creates
prestige, reputation and image of quality.
The Onida International Ltd. uses magazine
advertisement in many magazines as Chitralekha, India
Today, Divya Bhaskar etc.
54
2. Out doors Advertising Media

Out door advertising is the oldest from of
advertising. Todays outdoor media of advertising are
nothing but a retirement of the ancient method of delivering
message to a large group of people. Outdoor media include
outdoor advertising in several forms such as posters, wall
painting, boarding, dealers board, sign board, electric sigh,
highway advertising.
3. Direct Mailing Advertising Media
This method is direct in its approach
therefore; it referred to as Direct Advertising by this
method the advertising message is directly addressed to the
prospective customer. In this media, we find written
message to the potential buyer. Direct mail advertising
media only take variable forms such as the booklets,
leaflets, folders catalogs and gift articles.
4. Broadcasting Advertising Media
In broadcasting advertising media, there all
places. This is very effective advertising media and it is
gaining popularity in our country. There are mainly two
medium of broadcasting media,
RADIO ADVERTISING
The radio advertising is broadcasted in
almost all places. This media has become very popular in
village or urban area. The advertisement through the media
is given to keep in mind the general and special interest of
people. This media is very economical and advertising
message reaches to the customers.
Onida International Ltd. does not give regularly their
advertisement on radio compare to the T.V.
55
TELEVISION ADVERTISING
This is another broadcasting media in the
last useful of decades, the television is a home and family
media. The media covers most of people and reaches very
lastly. To television in national, network the advertisers
reach to the national market. The message is more effective
and impressive especially in the colour television, which
had added new dimension television advertising.
Through this media, the qualities and characteristic of

the product can be well explained. It provides a scientific
ambition of features of screened, sight and option that not
other medium has been able to provide.
56
MEDIA SCHEDULING
All the advertising expenses prove worthless the

advertising of products is not given on a proper time; here
the media scheduling is essential for the effectiveness of
advertising.
The company uses various scheduling for its particular

product usually known as Macro scheduling and Micro
scheduling,
1. Micro Scheduling
The company has to decide how to schedule
the advertisement in relation to seasonal and business
trends.
2. Macro Scheduling
The macro scheduling problems calls for
allocating expenditure advertisement within a short period
to obtain the maximum impact.
Both of these are very carefully handle in Onida

International Ltd. and proper allocation is made for both
with respect to advertisement budget by advertisement
department.
57
5. Measurement
What Should Be The Result ?
Introduction
Aspects Touching Measurement
58
INTRODUTION
Good planning and control of advertisement is largely

depending upon the measurement of advertising
effectiveness. By measurement, they can know that which
advertisement and what elements of various advertisement
get the best response, what position produces to better
results, what medium pulls better, which type of media
proved effective in particular region etc. and by these
company can wrap up, how well a whole advertising
campaign is progressing.
Really, how will a particular advertisement or

campaign performs is largely determine by the knowledge
and skill of the people preparing it. People who are
sensitive to the measuring situation and proficient in the art
of communication are more likely to produce effective
advertisement.
So, Onida International Ltd., the principal reasons for

testing all, to avoid costly mistakes, to predict the relative
strength of alternative strategy and tackles and to increase
the efficiency of advertisement.
59
ASPECTS TOUCHING MEASUREMENT
Measurement of advertisement is done through

following four questions,
(1) What to test ?
Most measurement of advertisement
effectiveness is of an applied nature dealing with specific
ads and campaigns. Many companies develop an
advertisement campaigns, put it into the national market
and then evaluate its effectiveness.
A Communication Research:-
Communication effects research seeks to
determine whether an advertisement is communication
effectively, called copy testing.
Onida International Ltd. use to direct rating method
for advertising presenting. They ask directly to consumers
and dealers to rank alternative ads. These ratings are usual
to evaluate ads attention read through cognitive effective
and behavior strength.
Onida International Ltd. in also interested in
measuring the overall communicating impact of a
completed ads campaigns. They generally measure that
what extent did the ads campaigns increase brand
awareness, state brand preference.
B Sales Effect Research:-
Communication effect research Helps
Company to access ads communication but it reveals the
impact on sales. It is generally harder to measure, than
60
communication effect. Because sales are affected by many

factors besides advertising.
Onida International Ltd. is only interested in finding

our whether they are over spending or under spending on
advertising. To last research, they found that they are using
more TV advertisement as they previously used.
Therefore, we may can that Onida International Ltd. is

striving to measure the sales effect of advertisement
expenditure instead of setting only of communication effect
research.
(2) When to Test ?

Testing is appropriate at any stage of
advertisement process. In the planning stage, it may be used
to test the efficiency of alternative appeals or themes. To
the execution stage, it may be a matter of presentation. The
quality control stage, advertisement may be tested for
standard of performance. Campaigns may be taste after
they have run to determine what results are achieved.
So, the stage of current competition of Indian

Electronics World, Onida International Ltd. is used to
advertising effectiveness continentally, mostly two or three
times in a year.
(3) How to Test ?

There is no single best way to test. In a
sense, every test is an experiment to measure the
relationship between advertisement variables on the
61
stimulus side and changes in pre-disposition and other

relevant behaviors on the response side.
(4) Where to Test ?

Where is the test to e administrated? In a
laboratory or in the field? How responses are obtains?
Forced or voluntary.
Onida International Ltd. generally test and

effectiveness in field as well as in laboratory because of to
overcome from the limitation of both the method.
They generally test their advertisement effectiveness

on the following criteria,
Validity
Reliability
Relevance
In short, we may say that in Onida International Ltd.

advertisement effectiveness testing is done very
systematically and it helps to minimize the cost, to increase
in sales and to increase in brand awareness and as well as in
companys profit.
62
INTRODUTION
Marketing research can be defined as objective and

systematic collection recording and analysis of data
relevant to marketing problems of a business in order to
develop an appropriate information base for decision-
making in the marketing area.
Marketing research is the systematic gathering,

recording and analyzing of data about problems relating to
the marketing of goods and services.
- American Marketing Association
63
OBJECTIVE OF THE STUDY
To determine objective is first in the planning process

once target is decided the ways are easily found out. The
following are the major objectives of this research study :-
To find out consumer awareness about

various brand.
To study the preferences and perception of
customers regarding various brands.
To find out influence on buying decision
process.
To find out price consciousness of
customers.
Customers satisfaction regarding product
and company.
To study on brad loyal and brands.
To focus attention on a particular market
segment with tailor made marketing campaign.
64
Q-1. How much consumers are ready to pay for 29

inch Conventional TV ?
Option (Price) Consumers response Percentage
15000-18000 44 44%
19000-21000 22 22%
22000-25000 23 23%
Above 25000 11 11%
Total 100 100%
100
90
80
70
15000-18000
60
19000-21000
50
22000-25000
40
Above 25000
30
Total
20
10
0
Consumers response Percentage
Conclusion :
I find out that most of the consumer is
ready to pay 15000 to 18000 for 29 inch conventional TV.
The actual price of it is Rs. Between 19000 to 21000 so
company should reduce the price to attract the consumers.
65
Q-2. How much consumer are ready to pay 29 inch

Flat TV ?
Option (Price) Consumers response Percentage
19000-21000 46 46%
22000-25000 25 25%
25000-29000 20 20%
29000-31000 9 9%
Total 100 100%
100
90
80
70
19000-21000
60
22000-25000
50
25000-29000
40
29000-31000
30
Total
20
10
0
Consumers response Percentage
Conclusion :
From the above graph I find out that
most of the consumers are read to pay Rs. 19000 to 21000
for 29 inch Flat TV but its not like that no body is ready to
pay high price. But if company reduces its price than they
can cover more market.
66
Q-3. Which brand do consumer prefer ?
Option Consumers response Percentage

(No. Of consumers)
Onida 25 25%
Philips 6 6%
Sony 20 20%
LG 15 15%
Videocon 23 23%
Others 11 11%
Total 100 100%
100
90
80
70 Onida
60 Philips
50 Sony
40
30 LG
20 Videocon
10 Others
0
Consumers Percentage Total
response (No. Of
consumers)
Conclusion :
From above graph I find out that
consumer prefer 25% Onida, 6% Philips, 20% Sony, 23%
Videocon, 15% LG and 11% other. So, consumer prefers
Onida to the other brand, but difference is less so company
has to concentrate it. The main competitors o the company
is Videocon and others like; LG, Sony etc.
67
Q-4. Why would consumer like buying 29 inch TV ?

(No. Of consumers)
Prestige 10 10%
Upgrade 14 14%
Good viewing 64 64%
Experience
Others 12 12%
Total 100 100%
100
90
80
70
60 Prestige
50 Upgrade
40 Good viewing
30 Experience
20 Others
10
Total
0
Consumers Percentage
response (No. Of
consumers)
Conclusion :
most of people want to buy 29 inch TV because of good
viewing experience so we can say that company should
take care of this and accordingly launch the product.
68
Q-5. Which features do consumer prefer from 29

inch TV ?

(No. Of consumers)
Picture-in-picture 20 20%
Sound wattage 35 35%
High resolution 35 35%
picture
Looks 10 10%
Total 100 100%
100
90
80 Picture-in-picture
70
60 Sound wattage
50
40 High resolution
30 picture
20
Looks
10
0
Consumers Percentage Total
response (No. Of
consumers)
Conclusion :
consumer prefer sound wattage and high-resolution picture
from 29 inch TV. So company has to concentrate on these
two features to attract consumer.
69
Q-6. How much price will consumer be able to pay

for projection TV ?

(No. Of consumers)
75000-100000 60 60%
100000-120000 21 21%
120000-150000 11 11%
Above 150000 8 8%
Total 100 100%
100
90
80
70
60 75000-100000
50 100000-120000
40
120000-150000
30
20 Above 150000
10 Total
0
Consumers Percentage
response (No. Of
consumers)
Conclusion :
consumer are ready to pay 75,000 to 1,00,000 that means
fewer prices for projection TV. But I also find 21% people
who are ready to pay 1,00,000 to 1,20,000.
70
Q.7. Which brand TV do you have ? Which brand

TV do you want to replace ?
From this question I find out that they are many brad
which consumer prefers like ONIDA, SANSUI,
THOMSON, SONY, VIDEOCON etc. but most people
have ONIDA and they want to replace ONIDA only. BPL
and SONY and VIDEOCON are also most demanded
brands and they are giving great competition.
Q.8. What size TV do you have? Which size TV do

you want to replace ?
From the viewpoint of my survey I find that every
people have 21 inch TV and they want to replace 29 inch.
So, company concentrate on the requirement of people why
they prefer this size TV and accordingly pay attention on
production.
Q.9. Your opinion about high end TV

I find out that people prefer TV up to 29 inch not more
than that because they give more important to size at house
and after their hobbies for big size TV.
Q.10. Your opinion about ONIDA
From my survey I find out that everyone prefers
ONIDA but they want more quality less price and also they
feel that company provides less after sales services. So,
companys product is good and quality is also good but
company has t concentrate on after sale service, which is
the most important point from the present scenario.
71
DEALERS INFORMATION
Channels of distributions indicate routs or pathways

through which goods and services flow or move from
producers to consumers. Generally, producers in todays
market do not sell the goods directly to final consumers.
However, there is always a market intermediary between
them. These intermediaries may be retailers, distributors,
dealers etc.
Onida International Ltd. also sell its product with the

help of dealers. Onida has over 3850 dealers covering
almost each and every part of India. Dealers of Onida
International Ltd. are found in metropolitan cities, small
cities and in towns with maximum number of customers
who want qualitative products. Onida International Ltd. can
keep a large market share because of the help of dealers.
With the help of dealers, they can satisfy their aims,
objectives and targets. Dealers of Onida group give a good
mouth word of their product and provide after sales
services. Dealers are given returns for their extraordinary
services. They are provided with rewards at time and
percentage on profit margin. Dealers who make maximum
sales are awarded with big gifts etc.
Many of the dealers of Onida International Ltd. does

not sell only one brand product but they are also engaged in
sale of other companys product like BPL, VIDEOCON,
LG, etc.
72
Thus, by making the survey through dealers, we can

find the Onida International Ltd., really stand at the 1 st
place on at the top place all over India.
73
CONCLUSION
Viewing Onida International Ltd. from every angle, it

can be conclude that over all the unit is progressing god
because Onida International Ltd. has provided excellent
quality of product due to sophisticated technology,
computer used and highly qualified technical staff. By this
way, they can able to create a good demand for their
product and satisfy the consumer.
As far as advertisement is concerned, this companys

advertising department is effective and they spend lot of
money for the advertisement and attract the customer.
It can be said that credit of success of the company

goes to the management as well as workers and employee
that Onida International Ltd. has bring bright future.
In short, its grip on every aspect of the business is tight

which helps it in fight every uncertainty. It is continues to
do well, sure its future will be full of success.
74
BIBLIOGRAPHY
Marketing Management - Philip Kotler
Advertising Management - Philip Kotler
www.onida.com
75

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Onida International Ltd .

Corporate Office :- Mirc Electronics Ltd.

Established year :- 1981

Size of the organization:- Large Scale Industry

Form of organization :- Public Limited.

Name of the sub. co. :- Igo Marketing

Number of dealers :- 6 DealersRajkot.

No. of service Center :- 1 (Rajkot)

No. of Warehouses:- 1 ( Out of Octroi Limit)

Product line :- Colour TVs.

Sr. Particular Page

Marketing is often dynamic, challenging and

Marketing job is to convert essential needs into

Before few years ago there was no need for marketing

Marketing is the process of planning, executing, the

Marketing management includes management of

of distributions network it s cost, its effectiveness ad

HISTORY & DEVELOPMET

Onida International Ltd. is no. 1 in consumer

Though he took opportunity to establish at, noida, the

Onida International Ltd. today, Onida is a 33 branches.

Onidas International Ltd. is todays fastest growing. It

The promoters of Onida International Ltd., leads the

The company has invested Rs. 45 crores in molding

The company is still developing with great speed like

Onida International Ltd group companies have won

GROWTH OF ONIDA COMPANY

We have now entered into the world of 21st century.

PROMOTERS AND OTHER INFORMATIONS

Visit As At:- www.onida.com

Major Production Center :-

Onida International Ltd. :-

SIZE OF UNIT & TYPE OF ORGANIZATION

PRODUCT OF THE COMPANY

The product is the most important converser by which

They produce colour Televisions, Internet

Sr. Particular Page

Marketing is a social and managerial process through

Marketing is comprehensive term marketing is a

Onida International Ltd. has a marketing department

ORGANISATION CHART OF MARKETING

The main aim of marketing department is to translate

The marketing department of Onida International Ltd.

Te organization chart of marketing department of

Onida International Ltd. today is a household name

Onida International Ltd. is having so many

I have noted from my survey that Onida is better than

With the competition of production the next problem

Marketing channel decision is among the most critical

There are two types of channel of distribution channel

Distributor/Dealers Direct Dealers

Sub Dealer Consumers

The main product of Onida International Ltd. is a

Now a day Onida International Ltd. sell over three and

In short Onida International Ltd. has both domestic

Beside the internal report of marketing executives, the

In marketing research the marketing is the doctor to

We can find its systematic meaning from its definition

Marketing research is the systematic design,

Onida International Ltd. carried out their research

BRANDING AND SLOGAN

The word BRAND is a comprehensive term. A

Some slogans are used in branding and trading the

Onida International Ltd. has slogan as follows;