Project report on

EFFECTIVENESS OF MARKETING STRATEGY FOR LCD TELEVISION

(A CASE STUDY OF MIRC ELECTRONICS, “ONIDA”)

Submitted to

University of Rajasthan

In partial fulfillment of Paper VI of Part III for degree of Bachelors of Business Administration (B.B.A)

Supervised by

Dr. Anju Gupta

Head of department

(Business Administration)

Submitted by

Barkha Agarwal

BBA Part III

2010-2011

S.S. JAIN SUBODH P.G. MAHILA MAHAVIDHAYALAYA

RAMBAGH CIRCLE, JAIPUR

CERTIFICATE

This is to certify that the project report entitled

“EFFECTIVENESS OF MARKETING STRATEGY

FOR LCD TELEVISION” has been written by Miss

BARKHA AGARWAL, a student of BBA Part III,

session 2010-2011 under my supervision and submitted

for the award of the degree of BBA to University of

Rajasthan, Jaipur.

Date:

Dr. Anju Gupta

Head of Department

(Business Administration)

DECLARATION

I, BARKHA AGARWAL, Roll no. __________,

Student of BBA (Bachelors Of Business

Administration), Part III from S.S.Jain Subodh P.G.

Mahila Mahavidhayalaya, Jaipur hereby declares that

project report on “EFFECTIVENESS OF

MARKETING STRATEGY FOR LCD TELEVISION”

is an original and authenticated work done by me.

BARKHA AGARWAL

B.B.A Part III

Enroll No.:

ACKNOWLEDGEMENT

I, BARKHA AGARWAL, Student of BBA, Part III

from S.S.JAIN SUBODH P.G. MAHILA

MAHAVIDHAYALAYA, JAIPUR would like to thanks

all those who had put their whole efforts and helped me

in completing this project.

At first, I would like to thank Mr. Mayank Saxena, Sales

Manager at ONIDA, who has given his full support and

helped me in preparing the report.

I would like to give special thanks to our Principal Dr.

Kaushalya Bhandari. My deep and whole hearted thanks

to Dr. ANJU GUPTA for providing me valuable

guidance and encouragement.

A big thanks to my parents and my sister, without their

support completion of project was a difficult task for

me. I also thank my cousin “Milan Agarwal” for his

efforts for helping me in typing this work.

At last my deep hearted gratitude for my friends for being there with me throughout the working of the project.

BARKHA AGARWAL

PREFACE

In today’s competitive era, exposure to real life situation, existing in

corporate world, is very much needed to develop managerial skills

and success in management career. For achieving positive and

concrete results, along with theoretical concepts and knowledge

practical training is must.

I took training in ONIDA located in Jaipur (Rajasthan). It was my

fortune to get training in high reputed company and in a very healthy

atmosphere. This report is the result of six weeks of my summer

training in ONIDA, as a part of BBA III year. The subject of my

report is

“EFFECTIVENESS OF MARKETING STRATEGY FOR LCD”.

INDEX

Serial no. Particulars Page no.

1 List of tables

2 List of graphs

3 Executive summary

4 Chapter-1 Introduction

5 Chapter-2 Introduction to organization

2.1 Review literature

2.2 Product Line

6 Chapter-3 Marketing strategy of ONIDA

7 Chapter-4 Competitors of ONIDA

8 Chapter-5 Research And Analysis

9 Annexure

LIST OF TABLES

Serial no. TITLE Page no.

1 1.4 Comparison between CRT and

LCD

2 2.1.7 Share market position of ONIDA

3 2.1.8 Journey and Achievement

4 4.3 Comparison of ONIDA and

SAMSUNG

5 4.4 Comparison of ONIDA and SONY

LIST OF GRAPHS

Serial

no.

Title Page no.

1 Role of size

2 Most preferred size

3 Space for LCD

4 Most preferred resolution

5 Preference for contrast ratio

6 Importance of motion response time

7 Importance of connectors

8 Importance of price

9 Affect of power consumption

10 Need for prior information

11 Brand preference

12 Sound preferred

EXECUTIVE SUMMARY

Rapid economic growth has revolutionized the Indian electronic industry.

Among the range of electronic products, television remains the most popular product among consumers. India is rapidly emerging as a key player both as a consumer and as a manufacturer. This trend is set to drive the global TELEVISION industry.

Recently, the Indian TELEVISION industry has witnessed a rapid shift in trend from the standard Cathode Ray Tube (CRT) technology to the Liquid Crystal Display (LCD) technology. According to the report, over the last two years the cost of liquid crystal display technology has reduced by 30%. Such reduced prices have contributed to the increased sales of LCD televisions across India.

The research report covers a number of key topics such as LCDTELEVISION market overview, Indian television industry, brands, prices, competitive landscape, rural India and changing consumer behavior. The report mentions the number of television companies such as ONIDA, VIDEOCON, SONY, LG and SAMSUNG.

The main reason of choosing this topic is to make analysis of different brands, in respect of consumer preference i.e.-size, space, resolution, contrast ratio, motion response time, price, electronic consumption, and obvious to find the most preferred brand by

consumers, To compare our company product to that company’s product. That will help my company to adopt changes, if required.

The research is made by taking interview of some customers who are either the customer of LCD TELEVISION or willing to buy LCD TELEVISION and they had made visit to showrooms for enquiry about LCD TELEVISION. After knowing their preferences I have compared the feature preferred by customers is present in ONIDA or not and also compared these feature to mot preferred brand which customer have suggested.

At last, I have found that all company including ONIDA is offering same product with approximately same feature, only the difference is the Marketing Strategy, and availability of the product.

CHAPTER -1

INTRODUCTION

1.1 Television Industry

1.2 LCD Television Industries

1.3 History of LCD Televisions

1.4 Comparison of CRT and LCD

CHAPTER -1

INTRODUCTION

1.1 TELEVISION INDUSTRY

Color television refers to the technology and practices associated

with television's transmission of moving images in color.

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

broadcasting three monochrome images, one each in the three colors

of red, green and blue (RGB). When displayed in fast succession,

these colors will blend together to produce a single color as seen by

the viewer. One of the great technical challenges of introducing color

broadcasting was the desire to reduce the high bandwidth, three

times that of the existing black-and-white (B&W) standards, into

something more acceptable that would not use up most of the

available radio spectrum. After considerable research,

the NTSC introduced a system that encoded the color information

separately from the brightness, and greatly reduced the resolution of

the color information in order to conserve bandwidth. The brightness

image remained compatible with existing B&W television sets, at

slightly reduced resolution, while color televisions could decode the

extra information in the signal and produce a limited-color display.

The higher resolution B&W and lower resolution color images

combine in the eye to produce a seemingly high resolution color

image. The NTSC standard represents a major technical

achievement.

Although introduced in the U.S. in the 1950s, only a few years after

black and white televisions had been standardized there, high prices

and lack of broadcast material greatly slowed its acceptance in the

marketplace. It was not until the late 1960s that color sets started

selling in large numbers, due in some part to the introduction

of GE's Porta-Color set in 1966. By the 1970s color sets had

become standard, with all-color broadcasts becoming common. Color

broadcasting in Europe was not standardized on the PAL format until

the 1960s, and broadcasts did not start until 1967. By this point many

of the technical problems in the early sets had been worked out, and

the spread of color sets in Europe was fairly rapid. Most major

markets in North America and Europe were all color by the mid-

1970s, and by the 1980s B&W sets had been pushed into niche

markets, notably low-power uses, small portable sets, or use as

monitor screens in lower-cost consumer equipment and in the

television industry.

1.2 LCD TELEVISION INDUSTRY

LCD televisions produced a black and colored image by selectively

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

of cold cathode fluorescent lamps (CCFLs) at the back of the

screen, although some displays use white or colored LEDs instead.

Millions of individual LCD shutters arranged in a grid, open and

close to allow a metered amount of the white light through. Each

shutter is paired with a colored filter to remove all but the red, green

or blue (RGB) portion of the light from the original white source.

Each shutter–filter pair forms a single sub-pixel. The sub-pixels are

so small that when the display is viewed from even a short distance,

the individual colors blend together to produce a single spot of color,

a pixel. The shade of color is controlled by changing the relative

intensity of the light passing through the sub-pixels.

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

polymers that naturally form into thin layers, as opposed to the more

random alignment of a normal liquid. Some of these, the nematic

liquid crystals, also show an alignment effect between the layers. The

particular direction of the alignment of a pneumatic liquid crystal can

be set by placing it in contact with an alignment layer or director,

which is essentially a material with microscopic grooves in it. When

placed on a director, the layer in contact will align itself with the

grooves, and the layers above will subsequently align themselves

with the layers below, the bulk material taking on the director's

alignment. In the case of an LCD, this effect is utilized by using two

directors arranged at right angles and placed close together with the

liquid crystal between them. This forces the layers to align

themselves in two directions, creating a twisted structure with each

layer aligned at a slightly different angle to the ones on either side.

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

bottom and top of the shutter are polarizer plates set at (typically)

right angles. Normally light cannot travel through a pair of polarizer

arranged in this fashion, and the display would be black. The

polarizer also carries the directors to create the twisted structure

aligned with the polarizer on either side. As the light flows out of the

rear polarizer, it will naturally follow the liquid crystal's twist, exiting

the front of the liquid crystal having been rotated through the correct

angle that allows it to pass through the front polarizer. LCDs are

normally transparent.

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

front to back. When this happens, the rod-shaped molecules align

themselves with the electric field instead of the directors, destroying

the twisted structure. The light no longer changes polarization as it

flows through the liquid crystal, and can no longer pass through the

front polarizer. By controlling the voltage applied across the crystal,

the amount of remaining twist can be finely selected. This allows the

transparency or opacity of the shutter to be accurately controlled. In

order to improve switching time, the cells are placed under pressure,

which increases the force to re-align themselves with the directors

when the field is turned off.

Several other variations and modifications have been used in order to

improve performance in certain applications. In-Plane Switching

displays (IPS and S-IPS) offer wider viewing angles and better color

reproduction, but are more difficult to construct and have slightly

slower response times. IPS displays are used primarily for computer

monitors. Vertical Alignment (VA, S-PVA and MVA) offer

higher contrast ratios and good response times, but suffer from

color shifting when viewed from the side. In general, all of these

displays work in a similar fashion by controlling the polarization of

the light source.

1.3 HISTORY OF LCD TELEVISION

Passive matrix LCDs first became common in the 1980s for various

portable computer roles. At the time they competed with plasma

displays in the same market space. The LCDs had very slow refresh

rates that blurred the screen even with scrolling text, but their light

weight and low cost were major benefits. Screens using reflective

LCDs required no internal light source, making them particularly

well suited to laptop computers.

Refresh rates were far too slow to be useful for television, but at the

time there was no pressing need for new television technologies.

Resolutions were limited to standard definition, although a number

of technologies were pushing displays towards the limits of that

standard; Super VHS offered improved color saturation,

and DVDs added higher resolutions as well. Even with these

advances, screen sizes over 30" were rare as these formats would

start to appear blocky at normal seating distances when viewed on

larger screens. Projection systems were generally limited to

situations where the image had to be viewed by a larger audience.

Nevertheless, some experimentation with LCD televisions took place

during this period. In 1988, Sharp Corporation introduced the first

commercial LCD television, a 14" model. These were offered

primarily as boutique items for discerning customers, and were not

aimed at the general market. At the same time, plasma displays could

easily offer the performance needed to make a high quality display,

but suffered from low brightness and very high power consumption.

However, a series of advances led to plasma displays outpacing

LCDs in performance improvements, starting with Fujitsu's improved

construction techniques in 1979, Hitachi's improved phosphors in

1984, and AT&T’s elimination of the black areas between the sub-

pixels in the mid-1980s. By the late 1980s, plasma displays were far

in advance of LCD

1.4 COMPARISION OF LCD V/S CRT MONITORS

Characteristics LCD Displays CRT Monitors

Brightness

Produces very bright

images due to high peak

intensity.

Fairly bright, but not as

bright as LCDs.

Power

Consumption

Consume less than 1/3

the power of a

comparable CRT.

Use more power and

produce more heat than a

comparable LCD.

Physical Aspects

Take up about 40% less

desk space. LCDs are

thin and compact.

Larger, weigh more and

take up more space than

an LCD.

Screen Shape Completely flat screen.

Older CRTs have a

rounded spherical or

cylindrical shape screen

whereas newer CRTs

have a flat screen.

Sharpness At the native resolution,

the image is perfectly

Normally sharper than

LCDs Sharpness can be

sharp.

reduced by images with

softer edges, flawed

focus and color

registration.

Bad Pixels

Can have many weak or

stuck pixels, which are

permanently on or off.

Some pixels may be

improperly connected to

adjoining pixels, rows or

columns.

In rare instances 1 or 2

dark phosphor dots,

which are hard to detect.

Aperture grille tubes

generally have 2 very

thin wires that are

sometimes noticeable.

Bothers some people but

most don't notice.

Aspect RatioThe aspect ratio and

resolution are fixed.

Easily duplicates any

preferred aspect ratio.

Contrast

Lower contrast than

CRTs due to a poor

black-level.

Produce the highest

contrast levels

commonly available.

Cost Considerably more Less expensive than

expensive purchase price

than comparable CRTs.

(Cheaper lifetime cost:

lasts about 13,000 -

15,000 more hours than

a typical CRT.)

comparable displays

using other display

technologies. CRTs can

save you more than 50%

on the purchase price.

Motion Artifacts Slow response times Fast response times

ResolutionWorks best at the native

resolution.

Will operate at any

resolution

Viewing AngleRestricted viewing

angles.

Viewable from almost

every angle.

CHAPTER -2

INTRODUCTION TO THE ORGANISATION

2.1 Review literature

2.1.1 Background

2.1.2 Promoters and board of directors

2.1.3 Aim and establishment

2.1.4 Vision and mission

2.1.5 Manufacturing plant

2.1.6 Stock market position of ONIDA

2.1.7 Journey and achievement

2.2 Product line

2.2.1 Washing machine, AC’s, DVD, Microwave oven, Mobiles.

2.2.2 ONIDA’s LCD

CHAPTER 2

INTRODUCTION TO THE ORGANISATION

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

India’s leading electronic brands, established as MIRC Electronics

in1981. It evolved as a multi product company. ONIDA achieved a

100% growth in AC’S and microwave ovens and 40% growth in

washing machines last year. ONIDA came out with the famous

caption “Neighbors envy, Owners pride”, another popular theme of

the ads was a devil complete with horns and tail. The devil was

replaced by a married couple-Siddhartha and Ritu.

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

of 33 branch offices, 208 Customer Relation Centers and 41 depots

spread across India. As on 31st march 2005, ONIDA had a market

capitalization of Rs.301.46 crore. MIRC electronics won an “Award

for Excellence in electronics” in 1999, from the ministry of

Information Technology, Government of India.

ONIDA with its Sales & Marketing office in Dubai reported a 215

per cent export growth in two years, setting the base for an increased

robust international presence.

The shipments to the Gulf contribute almost 65 per cent of Onida’s

export revenue, while shipments to the fast growing East African

market (Uganda, Tanzania, Kenya and Ethiopia) and the SAARC

countries accounted for 16 per cent of export revenues.

Home Theatres and DVD players have been introduced in these

markets to strengthen the ONIDA brand presence. These products

have customized models with local language user interfaces in line

with its geographies of focus. ONIDA models are now available in

Arabia, Persia and Russia.

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

in Russia, Ukraine and neighboring CIS countries. ONIDA has

already crossed 100000 marks in TELEVISION exports to Russia in

a span of just 2 years and plans to grow in these markets at a much

faster pace.

Apart from Television Exports to Russia, ONIDA also exports DVD

Players and High end LCD Televisions

2.1 REVIEW LITERATURE

2.1.1 BACKGROUND OF THE COMPANY

ONIDA was started by G.L.Mirchandani and Vijay Mansukhani in

1981 in Mumbai. In 1982, ONIDA started assembling television sets

at their factory in Adhere, Mumbai. Since then, ONIDA has evolved

into a multi-product company in the consumer durables and

appliances sector.

It was established as “MIRC ELECTRONICS”.

Under this they have two brands-

1. ONIDA 2. IGO

ONIDA brand is to cater for upper and middle class families while

IGO caters for lower class families.

Under the brand ONIDA“MIRC ELECTRONICS” is giving different

products.

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

product i.e. Television.

2.1.2 PROMOTERS OF COMPANY

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

Owners Pride”, another popular theme of the ad’s was a devil

complete with horns and tail. The devil was replaced by a married

couple- Siddhath and Ritu.

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

BOARD OF DIRECTORS

Mr. G.L.Mirchandani

Mr. Vijay Mansukhani

Mr. Manoj Maheshwari

Mr. Vimal Bhandari

Mr. Ranjan Kapur

2.1.3 AIM & ESTABLISHMENT OF THE COMPANY

It all began with just a vision. In the year of 1981, Mr. GL Mirchandani

and Mr. Vijay Mansukhani started a company called ONIDA with just a

goal of manufacturing television sets and going beyond convention. By the

end of that year, we started assembling television sets at our factory in

Andheri, Mumbai. With the passage of time, superior products and the

combination of a distinctive voice, a cutting-edge advertising strategy, and

purposeful marketing ensured that ONIDA became a household name.

2.1.4 OUR VISION

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

customers understand. To become a leader in our chosen field and become a

globally recognized, prestigious company through synergistic businesses

investment, differentiation through innovation, passion through empowerment,

cost through economies of scale and world class systems and procedures that

bring in a sense of delight to our stakeholders.

OUR MISSION

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

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

for excellence, within the framework of law and in nothing but the truth in

which we base our every action.

THINKING OF YOUR SMILES. THINKING OF QUALITY

Quality for us isn’t just a norm; it’s a way of life. We realized

that we have to accept and increase our levels of quality at every

single stage even before the product is designed, even after the

product is sold; only then do we believe that it’s been worthwhile.

So we treat quality as relentless pursuit for perfection, by being a

stickler towards non-conformism and raising the bar. Finally

only after there’s a smile of satisfaction that appears on your

face, there’s one on ours as well.

TO GIVE ATTENTION TO YOU, WE GIVE ATTENTION TO EVERY

DETAIL.

Before we start work on our quality, we look at what is it that

others are lacking. We then disassemble the unit and work

backwards, trying to figure out how we can make it better.

Because we believe that the quality of any product is a result of

good product design, good raw material and components and

world-class production process. Any new product designed by

ONIDAR&D goes through a set of stringent quality test. But it’s

not just products but also their performance and at the same

time adhering to tests and checks globally as well as locally. To

name a few, we do the following tests: Dry Heat Test at 55oC,

Cold Test at -10oC, Humidity Test at 95% Relative Humidity,

1000 hours at 40oC, Bump, vibration and drop tests. Voltage

tests.

We even ensure high standards of quality on all critical

components like tuners, PCBs and loudspeakers are produced in

house or procured from group companies. All vendors have to

ensure that above the industry norms, they also meet the

ONIDAStandard. No products get dispatched without the QA

clearance.

QUALITY. ALL THE WAY.

Our quality standards don’t just end when the products leave the

shop floor but continue even after the product is sold. All

customer complaints are handled by a team of service personnel

stationed all over India. In fact, there is a weekly interaction

between Service, Marketing, R&D, Engineering and Quality to

address all Field related quality issues. And what’s more, we

have one of the lowest Field Failure Rate in the Consumer

Electronics and Appliance segment in India. On our pursuit of

excellence in quality, we have traveled from Quality Circle, Total

Quality Management to Six Sigma Methodology. Non-conformance

that used to be measured in percentages previously is currently

measured in Parts per Million (PPM). Apart from ISO 9001 QMS

certification, we are also certified for ISO 14001, Environmental

Management System...

2.1.5 MANUFACTURING PLANT

Onida’s principal assembly operations are conducted in a state-of-

the-art plant at Wada, 80 kms from Mumbai.

The plant in Delhi caters to the production requirements for the

Northern region. They have network of 33 branch offices, 208

Customer Relation Center’s and 41 depots across India ensuring that

ONIDA products are available on retail shelves.

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

edge if we produce as much as possible from a given capacity at the

lowest possible cost”.

ONIDA says they reduce the time it takes for a single color television

to be produced from 20 seconds to 12 seconds and increased the

capacity from 0.5 million to 1.2 million sets during the year under

review.

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

was taken by entering into the manufacture of washing machines and

air conditioners at the Wada factory.

2.1.7 JOURNEYS AND ACHIEVEMENTS

1981 MIRC Electronics Pvt. Ltd. was established

1982 CTV production started at Nand Bhavan, Mumbai

1983 Technical collaboration with JVC, Japan for CTV

1985 Established in-house R&D wing

1986 Production expanded and moved to a new factory at Kalina

1987 Moved to our own factory building "ONIDAHOUSE”

Iwai, Speaker plant commences its operation

1990 Tuner plant commences operation

1991 Akasaka, PCB plant commences its operation

New CTV manufacturing plant at Vasai commences operations

1992 Crossed 1 million CTV sales

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

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

1995 ISO 9001 certification obtained from BVQI

1998 Award for excellence in electronics by ministry of IT

1999 First in India to develop Internet enabled CTV

2000 Launched the KY Thunder, Profile Series

2001 AV Max award for best CTV

Launched ONIDABlack, flat CTV range

Multimedia projectors launched

Commenced project to expand CTV capacity to 1 million

2002Completed 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

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

2004-

05Achieved 1.20 million CTV sales

2005 Launch of 'POISON' range of CTV's

2009

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

Aaya' to communicate its philosophy of thoughtful product features

that are designed keeping customers in mind.

2.2 ONIDA’s PRODUCT LINE

2.2.1

Washing machine

Air conditioners

DVD’s

Microwave ovens

LCD’s

Mobiles

WASHING MACHINES:

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

which addressed the need of having a more powerful cleaning system.

Then we realized that people still used their hands for cleaning so we

launched the Triomatic technology which gives the perfect hand wash.

Then we realized that people still keep bending to wash clothes so we

launched a washing machine with a higher and wider vent so you don’t

have to bend.

AIR CONDITIONERS:

With the soaring summer heat, we saw a need for an AC with powerful

cooling. And in addition due to the raising electricity consumption, the

need for energy efficiency as well. Hence, the thought of an ultra slim

powerful AC with unique APM cooling technology that cools even at

48oc and is the most energy efficient in the country which constantly

keeps your electricity bills in check.

DVDs:

With today’s technology boom, there’s a need for a single multimedia interface

as most people now download movies, music and click pictures through

mobiles. Hence the need for USB and card reader. We also saw that most

DVDs are rented hence are scratched. Which is why, we developed a DVD

player with USB and Card Reader which also play scratched discs effortlessly.

MICROWAVE OVENS

We saw that people used Microwave primarily to heat food and not to

cook. We also noticed that it’s difficult to cook food in a microwave.

Especially Indian food. So to make cooking simpler we introduced

123 Indian auto cook menus. So all you need to make Indian dishes is

a finger. We later gave it a sleek, black look with a mirror finish so

that it looks stunning too.

Mobiles:

 

With the cell phone market already heavily penetrated, there was a need for a mobile that could stand apart. So what we sought to do was make every single

ONIDAMobile do so much more than what an ordinary cell phone does. So the moment you turn it on, you would realize that it’s fully-loaded. So many features. So many things. And so easy. But all these features are there in it for a reason. All of them to help you do better, enjoy better, listen better, work better or simply talk better.

2.2.2 NOW SOME DETAILS ABOUT ONIDALCD TELEVISION

As my objective is to study about ONIDALCD television so I

would like to give a brief detail about on Onida’s LCDTV.

People are fast replacing conventional TV’s with LCD TV’s. LCD

TV’s are far better than the conventional TV’s in terms of

technology, quality of pictures and the attractive looks. You can

create a feel of home theatre with LCDTV in home.

To cater the growing demand of the LCD TV, several TV brands

have come into the market.

Among all reputed brands, ONIDAis known for providing good

quality TV’s. ONIDALCD TV’s are quite popular in India for its

remarkable features, picture clarity, sharp sounds and affordable

rates.

Let us focus on the key features of ONIDATV’s which make them

popular. The LCD TV’s from ONIDAare equipped with VisD Image

Engine feature which is responsible for the clarity of picture it

involves several stages of image processing and various modes

including VisD film Mode, VisD real Image Processor, VisD Color

Manager, VisD Cross Color Suppression and others. Some of these

modes result in image free of motion judders, life like pictures. Other

modes help enhance the color and contrast to give natural feel. They

also reduce the unwanted color noise and deliver crystal clear images.

ONIDALCDTV has a very user friendly interface called SURF,

which means Simple User Reference Feature. This feature let the user

set different functions for convenient surfing of channels.

These TV support HDMI which ensure no data loss. HDMI delivers

perfect audio and video for excellent viewing experience. For

instance, 42 Xaria FHD LCDTV comes with HDMI 1.3 with deep

colors. It results in stunning colors, unprecedented details

and higher bandwidth having excellent video resolution. ONIDA42

Xaria delivers high definition viewing experience as it is provided by

Marvell, Qdeo Video Processing Technology.

Another factor behind exceptionally smooth and clear picture is the unique per-pixel motion- adaptive 3D de-interlacing technology

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

LCDs:

What began as a TV became the window to the future. With the advent of

television’s increasing popularity, there were many players with a wide foray

of our models. To make matters interesting, there were several foreign players

with technology that seemed futuristic and with a sleek look. However we

mainly focused on picture clarity. So instead of just aping what the offering

was, we asked ourselves, ‘Why not give a complete audio / video experience

at home as well?’ And the result was obvious: Our CTV had up to 3500 Watts

of sound. This was our first milestone which others followed. However, this

held true twenty years later as well. LCD technology came in, in a bigger way.

ONIDAonce again took the onus to remind everyone, that sound is equally

important to complete the viewing experience. So we made our Xaria with

more than twice the sound output of other LCDs in the market.

 

Then later on, we got onto its drawing board a pseudo home theatre with a 5.1

amplifier system and 1000-watt PMPO speakers, thereby putting a theatre’s

soul inside a TVs body.

 

We took the future by its horns and went on to make India’s first fully

developed indigenized Xaria LCD with more than twice the sound output of

other LCDs in the market.

 

ONIDA32 XARIA LITE

Another one of the new ONIDALCD TV's is the new ONIDA32 XARIA LITE

which is comes with speakers that provide a total output of 200W PMPO and is

HD Ready. It has a 30000:1 Dynamic Contrast Ratio and it uses the new VisD

Image Engine. It incorporates the new SURF User Friendly Graphic Menu and

comes with a Swivel Base. Its speakers provide a Wide Sound experience and

it comes with 2 HDMI- V1.3 with deep color picture and it supports PC

connectivity as well.

ONIDA32 DIAMOND

LCD Tvs by ONIDAalso include the new ONIDA32 Diamond, which comes

for a price of Rs. 35,990/- in India. It is one of the first LCD tv's that come with

a 5 Star Star Energy Efficiency Rating which is certified by BEE. It is a Full

High Definition LCD and has speakers that provide a total output of 400W

PMPO and a USB 2.0 port. It also uses the new VisD Image Engine and

features the SURF User Friendly Graphic Menu for more user friendliness and

also has a Swivel Base. This tv comes with 2 HDMI V1.3 ports with deep

colour and also supports PC connectivity

ONIDAI-CARE

ONIDAI-Care 22 Anti Reflective TV is an innovative 22 inch LED TV

featuring  unique I-Care technology  which  reduces harmful UV rays by 99%

and provide a 95% reflection-free viewing which  helps in improving

readability, minimizing eye strain and fatigue. Its other features are SRVe

image engine for finest picture clarity; 200W PMPO pulsating output;

extraordinary Dynamic contrast ratio of 100000:1; Dual USB 2.0 port which

plays movies, photos and music; HDMI connecting video and audio sources,

Surround Sound providing the best experience in sound and DNR which

minimizes digital video noise.

ONIDA XARIA THUNDER

ONIDA Xaria Thunder has 1366 X 768 display resolution and 32 inches screen

size. It has 1200 W PMPO, 35000:1 Dynamic Contrast Ratio, brightness

sensor, wall mount and Swivel stand.

ONIDA22 XARIA

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

resolution, it is equipped with 10000:1 Dynamic Contrast Ratio, 5 ms response

time and 16:9 Aspect Ratio.

ONIDA32 XARIA LITE

ONIDA32 Xaria Lite is a LCD Tv with 32 Inch Screen size and 1366 x 768

screen resolution. It is equipped with 30000:1 Dynamic Ratio, 8 ms response

time and 16:9 Aspect Ratios.

CHAPTER -3

MARKETING STRATEGY OF ONIDA

3.1 Why ONIDA as a brand ailing?

3.2 ONIDA’s advertising campaign

3.3 Strategies to revitalize ONIDA

CHAPTER -3

MARKETING STRATEGY OF ONIDA

3.1 WHY ONIDA AS A BRAND IS AILING?

Internal management Problems: 

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

Frequent change in Advertising:

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

Owner's Pride” and the Devil were taken off. The brand suffered for almost

10 years and has never recovered since .The change of agency from O&M

to Reinfusion again changed things and Devil returned in a new avatar

and anew tagline “Nothing but the truth" has now come into existence.

The new arrangement is not making things better. In 2007, ONIDA

launched a new campaign for its A/C and with a new tagline “It can

change your life”. Now the new campaign for the air conditioner features

a new Devil and the tagline has again changed to "Experience the desire".

ONIDA which already is in deep trouble is moving on to further confusion

with an unnecessary change in the positioning strategy. The brand has not

been able to consolidate the earlier theme based on 'truth'. Even before

establishing it, the brand has repositioned again.

Aging customer base: 

The customers of ONIDA have grown older with times and the brand has failed to connect itself to the current generation.

The “devil” in the advertisements in not helping it either.

The following factors have diluted Onida’s Brand Equity:

Brand amnesia: For old brands, as for old people, memory becomes an

increasing issue. When a brand forgets what it is supposed to stand for, it

runs into trouble. The most obvious case of brand amnesia occurs when a

venerable, long-standing brand tries to create a radical new identity, such

as

When ONIDA tried to replace its original tagline with new one. The results were disastrous.

Brand fatigue: Some companies get bored with their own brands. This can

happen to products which have been on the shelves for many years,

collecting dust. When brand fatigue sets in creativity suffers, and so do a

sale which was and is the case with Onida.

Brand paranoia: This is the opposite of brand ego and is most likely to

occur when a brand faces increased competition. Typical symptoms

include: a tendency to file lawsuits against rival companies, willingness to

re invent the brand every six months, and a longing to imitate competitors.

3.2 ONIDA ADVERTISING CAMPAIGN

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

decade as the ONIDATV campaign.

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

pride, envy…… etc.

Over the years it swept every major award that the Indian industry could

offer…. Best Print Campaign, Best Point of Sale, Best Outdoor Campaign,

Best Film Campaign, Campaign of the Year, Advertiser of the Year, Best

Continuing Campaign……

In the process, ONIDA, starting out as the 21st brand to enter the Indian market,

went on to become one of the top three brands of the entire TV market. And in

its hey-day, the unrivalled leader of the premium segment.

It all began with a basic exercise on how to separate the identity of the 21st

brand from that of all the others that has entered the market before it.

Even in those days, just as today, most TV brand advertising focused on the

unique features their product offered. Those days’ brands talked about “state of

the art circuitry”, “picture and sound clarity”. Today brands are talking about

“Golden Eye” and “Flat Tube”.

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

outstanding features.

When ONIDA walked into avenues for the first time in 1984, the color TV

market in India was basking in the post-Asiad warmth. There was frightening

number of big brands ruling the market nationally, extending their success, as it

were, from their own Black & White brands to color. ONIDA was a rank

outsider and had to gate crash.

Being simplistic, this could explain away all the arrogance, the ‘risk’ and the

‘negative’ route adopted by avenues to make ONIDA stand out in jungle of

competition. In fact, that’s precisely how the ONIDA campaign’s

overwhelming success has been grudgingly acknowledged and even analyzed

by the advocates of rational and “safe” advertising; ONIDA had nothing to

lose, so they took the “risk”.

Product decisions, marketing decisions, even corporate decisions have always

been in perfect harmony with the stance dictated by the advertising

breakthrough, lending strength and momentum to the spectacular growth of

ONIDA into multi-product, multi-company empire that it is today. It’s all in

the fitness of the things that the advertising of the every new ONIDA product

often display the blue-blooded legacy of unnatural pride that grabs you by the

throat.

3.3 STRATEGIES TO REVITALIZE BRAND ONIDA

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

Use the following strategies:

Better positioning: 

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

Celebrity Endorsement: 

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

Association with events: 

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

Line Extension: 

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

CHAPTER- 4

COMPETITORS

OF ONIDA

4.1 Sony, Samsung, Panasonic, Videocon, LG

4.2 Comparison with competitors

4.3 Comparison of ONIDA and SAMSUNG

4.4 Comparison of ONIDA and SONY

CHAPTER- 4

4.1 COMPETITORS OF ONIDA

SONY

SONY CORPORATION (commonly referred to as Sony), is

a Japanese multinational conglomerate corporation headquartered

in Minato, Tokyo, Japan and the world's fifth largest media

conglomerate with revenue exceeding ¥ 7.730.0 trillion, or $78.88 billion

U.S. (FY2008).[4] Sony is one of the leading manufacturers

of electronics, video, communications, video game consoles,

and information technology products for the consumer and professional

markets.

Its founders Akio Morita and Masaru Ibuka derived the name from sonus,

the Latin word for sound, and also from the English slang word "sonny",

since they considered themselves to be "sonny boys", a loan word into

Japanese which in the early 1950s connoted smart and presentable young

men.

Sony Corporation is the electronics business unit and the parent company

of the Sony Group, which is engaged in business through its eight

operating segments – Consumer Products & Devices (CPD), Networked

Products & Services (NPS), B2B & Disc Manufacturing (B2B & Disc),

Pictures, Music, Financial Services, Sony Ericsson and All Other. These

make Sony one of the most comprehensive entertainment companies in the

world. Sony's principal business operations include Sony Corporation

(Electronics in the U.S.), Sony Pictures Entertainment, Sony Computer

Entertainment, Sony Music Entertainment, Sony Ericsson, and Sony

Financial. As a semiconductor maker, Sony is among the Worldwide Top

20 Semiconductor Sales Leaders.

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

was like.no.other

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

projection TVs and front projectors and for the PLAYSTATION 3(principal

bravia intend) , along with its home cinema range under the sub-brand

BRAVIA Theatre. The BRAVIA name is an acronym of

"Best Resolution Audio Visual Integrated Architecture". All Sony high-

definition flat-panel LCD televisions in North America have carried the

BRAVIA logo since 2005. The name BRAVIA replaces the "LCD WEGA"

brand name which Sony used for their LCD TVs until Summer 2005 (early

promotional photos exist of the first BRAVIA TVs still bearing the WEGA

moniker).

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

SAMSUNG

The Samsung Group is a multinational conglomerate corporation

headquartered in Samsung Town, Seoul, South Korea. It is the world's

largest conglomerate by revenue with annual revenue of US $173.4 billion

in 2008.it is the South Korea’s largest chaebol. The meaning of

the Korean Hanja word Samsung is "tristar" or "three stars".

The Samsung Group is composed of numerous international

affiliated businesses, most of them united under the Samsung brand

including Samsung Electronics, the world's largest electronics company by

sales. Samsung Heavy Industries, the world's second largest shipbuilder,

and Samsung C&T, a major global construction company and SAMSUNG

LIFE INSURANCE, the largest insurance company in Korea.

SAMSUNG has been the world’s most popular consumer electronic brand

since 2005 and is the best known SOUTH KOREAN brand in the world.

Samsung group accounts for more than 20% of South Korea’s total

exports and is the leader in many domestic industries such as financial,

chemical, retail, and entertainment industries. The company’s strong

influence in South Korea is visible throughout the nation, which has been

referred to as the “republic of Samsung”.

Currently helmed by Lee Soo-Bin, once the CEO of Samsung Life

Insurance, it has been run by generation of one of the world’s wealthiest

families, formerly by chairman Lee Kun-Hee, the third son of founder,

Lee Byung-Chull

Many major South Korean corporations such as CJ Corporation, hansol

group, Shinsegae Group and Joong-Ang ilbo daily newspaper were

previously part of Samsung Group. Though they are still controlled by ex-

chairman Lee-KUN- Hee’s relatives.

Samsung Group also owns the SUNGKYUNKWAN UNIVERSITY, a

major private university in South Korea.

Samsung Group accounts for more than 20% of South Korea's total

exports, and in many domestic industries, Samsung Group is the sole

monopoly dominating a single market, its revenue as large as some

countries' total GDP. In 2006, Samsung Group would have been the 35th

largest economy in the world if ranked, larger than that of Argentina. The

company has a powerful influence on the country's economic

development, politics, media and culture, being a major driving force

behind the Miracle on the Han River; many businesses today use its

international success as a role model.

PANASONIC

Panasonic was founded in 1918 by Konosuke Matsushita first selling duplex

lamp sockets. In 1927, it produced a bicycle lamp, the first product it marketed

under the brand name National. It operated factories in Japan and other parts

of Asia through the end of World War II, producing electrical components and

appliances such as light fixtures, motors, and electric irons.

In 1961, Konosuke Matsushita traveled to the United States and met with

American dealers. Panasonic began producing television sets for the U.S.

market under the Panasonic brand name, and expanded the use of the brand to

Europe in 1979.[12]

The company used the National trademark outside of North America during the

1950s through the 1970s. (The trademark could not be used probably due to

discriminatory application of trademark laws where brands like General

Motors were registrable.) It sold televisions, hi-fidelity stereo receivers, multi-

band shortwave radios, and marine radio direction finders, often exported to

North America under various U.S. brand names. The company also developed

a line of home appliances such as rice cookers for the Japanese and Asian

markets. Rapid growth resulted in the company opening manufacturing plants

around the world. National/Panasonic quickly developed a reputation for well-

made, reliable products.

The company debuted a hi-fidelity audio speaker in Japan in 1965 with the

brand Technics. This line of high quality stereo components became worldwide

favorites. The most famous product still made today is the SL-1200 record

player, known for its high performance, precision, and durability. Throughout

the 1970s and early 1980s, Panasonic continued to produce high-quality

specialized electronics for niche markets such as shortwave radios, as well as

developing a successful line of stereo receivers, CD players, and other

components.

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

develop a "next generation first aid kit" called the Electronic Health Checker.

At the time, the target market was said to be elderly people, especially those

living in rural areas where medical help might not be immediately available, so

it was planned that the kit would include support for telemedicine. The kits

were then in the testing stage, with plans for eventual overseas distribution, to

include the United States. In recent years the company has been involved with

the development of high-density optical disc standards intended to eventually

replace the DVD and the SD memory card.

Since 2004, Toyota has used Panasonic batteries for its Toyota Prius, an

environmentally friendly car made in Japan.On January 19, 2006 Panasonic

announced that, starting in February, it will stop producing analog televisions

(then 30% of its total TV business) to concentrate on digital TVs.

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

eventual acquisition of Sanyo. The merger was completed in December 2009,

and resulted in a mega-corporation with revenues over ¥11.2 trillion (around

$110 billion). As part of what will be Japan's biggest electronics company, the

Sanyo brand and most of the employees will be retained as a subsidiary.

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

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

VIDEOCON

Videocon is an industrial conglomerate with interests all over the world

and based in India. The group has 17 manufacturing sites in India and

plants in China, Poland, Italy and Mexico. It is also the third

largest picture tube manufacturer in the world.

In India the group sells consumer products like Color Televisions,

Washing Machines, Air Conditioners, Refrigerators, Microwave ovens

and many other home appliances, selling them through a Multi-Brand

strategy with the largest sales and service network in India.[4]Videocon

Group brands include Akai, Electrolux, Hyundai, Kelvinator, Kenstar,

Kenwood, Next, PlanetM, Sansui, Toshiba, Philips (TV Products) etc.

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

offer in the Indian DTH market, Videocon offered LCD & TVs with built-

in DTH satellite receiver with sizes 19" to 32". This concept in the DTH

service is relatively new in the presence of other players like ZEE TV’s

Dishtv, Tata Sky, Air tel Digital TV and Reliance's BIG TV providing only

the set top box

LG

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

electronics, chemicals, and telecommunications products and operates

subsidiaries like LG Electronics, LG Display, LG Telecom and LG Chem in

over 80 countries.

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

in 1947. In 1952, Lak-Hui (pronounced "Lucky", currently LG Chem) became

the first Korean company to enter the plastics industry. As the company

expanded its plastics business, it established GoldStar Co., Ltd., (currently LG

Electronics Inc.) in 1958.

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

electronics were sold under the brand name GoldStar, while some other

household products (not available outside South Korea) were sold under the

brand name of Lucky. The Lucky brand was famous for its line of hygiene

products such as soaps and Hi-Ti laundry detergents, but most associated with

its Lucky and Perioe toothpaste.

In 1995, to better compete in the Western market, the company was renamed

"LG", the abbreviation of "Lucky Goldstar". More recently, the company

associates the letters LG with the company tagline "Life's Good". Since 2009,

LG also owns the domain name LG.com.

LG Display was originally formed as a joint venture by

the Korean electronics company LG Electronics and the Dutch company

Koninklijke Philips Electronics in 1999 to manufacture active matrix liquid

crystal displays (LCDs) and was formerly known as LG .Philips LCD, but

Philips sold off its all shares in late 2008.

On December 12th 2008, LG .Philips LCD announced its plan to change its

corporate name to LG Display upon receiving approval at the company's

annual general meeting of shareholders on February 29. The company claimed

the name change reflects the company's business scope expansion and business

model diversification, the change in corporate governance following the

reduction of Philips' equity stake, and LG's commitment to enhanced

responsible management.

The company has eight manufacturing plants in Gumi and Paju, South Korea.

It also has a module assembly plant in Nanjing and Guangzhou in China

and Wroclaw in Poland.

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

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

Stock Exchange.

4.2 COMPARISON WITH COMPETITORS

Market characteristics:

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

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

small share of this market.

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

price” contest.

• There is an intense competition on price.

• The companies are Companies focusing on product differentiation,

value added offerings and exchange offers.

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

market share. These brands score high on following factors:

Product Line: 

These companies (LG, Sony, Samsung, Phillips and Videocon) have a wider

product range compared to ONIDAto target customers from all

segment.

Positioning:

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

them to grab market share instantly. It gave a perception that these

companies have better technology. Videocon on the other hand leveraged its

MNC image by it tagline of “Indian MNC”.

Advertisements:

 LG has Abhishek Bachhan, Samsung Has Aamir Khan, Videocon had

Amithabh Bachhan and now Sharukh Khan and all these

players have used celebrity to a good effect to endorse their brands. On the

other hand ONIDAis stuck with its old “Devil” which isn’t helping.

Visibility: 

The companies are associated with events and sponsorships. Like

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

brand visibility.

CHAPTER-5

RESEARCH AND

ANALYSIS5.1 Objectives of study

5.2 Research methodology

5.3 Analysis of data collected

5.4 Findings

5.5 Suggestions

5.6 Limitations of study

5.7 Key facts

5.1 OBJECTIVES OF THE STUDY

Every course of study is carried out for completing some specific purpose or

objectives. A study without any objectives is like a body without any soul.

Behind my study main objectives are as follows:

To study about ONIDALCD television.

To compare the ONIDALCD television with other LCD television such

as SAMSUNG, SONY, LG etc.

To find about the brand preference of customers and then compare

that brand with ONIDALCD.

To provide the future researchers a background for the research in the

field of LCD study.

To point out general factors which generally companies do not give

preference, also affecting buying.

In course of achievement of my objectives I had successfully achieved them.

5.2 RESEARCH METHODOLOGY

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

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

methods and procedures for acquiring the information needed. It is the overall

operational pattern or framework of the project that stipulates which information

is to be collected, from which sources and by what procedures”

For conducting study I have adopted both primary as well as secondary method of

the data collection.

PRIMARY DATA

For the purpose of collecting primary data I have adopted the method of survey.

Survey can be telephonic, by e-mail and by personal contact. For the purpose of

collecting information, I have chosen surveys based on the personal interview- by

means of questionnaires.

SECONDARY DATA

It has been collected from various books and internet sites; I have adopted this

method of information collection. As I liters no access to magazines and journal

but a plenty of material was available on the internet sites.

SAMPLE

Due to time and resource constraints, the sample of the study is taken as one and

technique b sampling adopted is convenient sampling.

RESEARCH DESIGN

The project involved the study of customer’s perception towards the LCD

television with respect to the certain parameters like:

Price

Place or distribution

Promotion or advertisement

Size of television

Resolution of television

Contrast ratio of television

Sound system provided with television

Power consumption of LCD

Motion response time of LCD

DATA COLLECTION METHOD

Data was collected both from primary and secondary sources. Secondary data

was collected from books, magazines, newspaper etc. Primary data was

collected by survey method wherein customers were asked questions.

SAMPLE TECHNIQUE : Random sampling

SAMPLE SIZE : 55

DATA COLLECTION METHOD : Survey method

DATA COLLECTION INTRUMENT: Structured questionnaire

NATURE OF STUDY : Exploratory

5.3ANALYSIS OF DATA COLLECTED

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

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

Factors Strongly

agree

Not

agree

Sometimes

depend

Can’t

say

Total

No. of

customers

36 6 9 4 55

Percentage 65.45% 10.90% 16.36% 07.20% 100%

05

10152025303540

Stronglyagree

Not agree Sometimesdepend

Can’t say

Role of size

No. of customers

INTERPRETATIONS :

For majority size play an important role in buying LCD.

2. Which size do you prefer?

Screen

size

19” 22” 24” 26” 32” 42” total

No. of

customers

1 5 2 8 32 7 55

Percentage 1.82% 9.09% 3.64% 14.55% 58.18% 12.7% 100%

SIZE MOST PREFERED

19” 22”

24” 26”

32” 42”

INTERPRETATION :

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

3. Does space for LCD also matters in buying?

Factors Strongly

agree

Not agree Sometimes

depend

Can’t say total

No. of

customers

18 14 21 2 55

Percentage 32.73% 25.45% 38.18% 3.64% 100%

0

5

10

15

20

25

Stronglyagree

Not agree Sometimesdepend

Can’t say

space for LCD

No. of customers

INTERPRETATION :

For nearly 70% respondants space for LCD matters while buying but for 38%

among them says otherthings also matters.

4. How much resolution is important while buying?

Factors Not much Very much Can’t say Total

No. of

customers

5 42 8 55

Percentage 9.09% 76.36% 14.45% 100%

resolution prefered

Not much Very much Can’t say

INTERPRETATION :

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

known for the same.

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

Factors Always Sometimes Sufficient No matter Total

No. of

customers

21 17 16 1 55

Percentage 38% 30.90% 29.09% 1.82% 100%

preference for contrast ratio

0

5

10

15

20

25

Always Sometimes Sufficient No matter

No. of customers

INTERPRETATION :

38%respondants always prefer contrast ratio while buying LCD.

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

Factors Strongly

agree

Not agree Sometimes

depends

Can’t say total

No. of

customers

26 12 16 1 55

Percentage 47.27% 21.18% 29.09% 1.81% 100%

importance of motion response time

0 5 10 15 20 25 30

Stronglyagree

Not agree

Sometimesdepends

Can’t say

No. of customers

INTERPRETATION :

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

buying LCD.

7. Are connectors offered really needs in buying?

Factors Always Sometimes Sufficient No matters Total

No. of

customers

24 17 6 8 55

Percentage 43.63% 30.9% 10.90% 14.54% 100%

0

5

10

15

20

25

Always Sometimes Sufficient No matters

importance of connectors

No. of customers

INTERPRETATION :

For maximum respondants connectors are always needed while buying LCD.

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

Factors Strongly Not agree Sometimes Can’t say Total

agree depends

No. of

customers

24 9 19 3 55

Percentage 43.63% 16.36% 34.54% 5.45% 100%

Importance of price

Strongly agree Not agree Sometimes depends Can’t say

INTERPRETATION :

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

9. Does power consumption matters in buying LCD TV?

Factors Strongly

agree

Not agree Sometimes

depends

Can’t say total

No. of

customers

21 17 13 4 55

power consumption

0 5 10 15 20 25

Strongly agree

Not agree

Sometimesdepends

Can’t say

No. of customers

INTERPRETATION:

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

buying decision.

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

Factors Always Sometimes Sufficient No matters Total

No. of

customers

22 17 7 9 55

need of prior info.

0

5

10

15

20

25

Always Sometimes Sufficient No matters

No. of customers

INTERPRETATION:

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

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

Company SAMSUNG LG SONY ONIDA VIDEOCON PANASONIC TOTAL

No. of

customers

12 6 21 2 8 6 55

Percentage 21.81% 10.90% 38.18% 3.63% 14.54% 10.90% 100%

Brand preference

SAMSUNG

LG

SONY

ONIDA

VIDEOCON

PANASONIC

INTERPRETATION:

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

brand.

12. Which sound would you prefer?

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

No. of

customers

5 7 3 3 37

Sound preferred

0

5

10

15

20

25

30

35

40

100-300 300-500 500-800 800-1000 Don’tknow

No. of customers

INTERPRETATION:

Maximum number of customers are not aware of sound of LCD and it does not

matter to them while buying LCD.

5.4 FINDINGS

Size plays important role in buying LCD’s, because the majority of the people

have said that they prefer 32” LCD. There may be the reason for it because

most of the families have their previous CRT TV of 21” so they prefer big

screen from their previous TV.

Space for LCD also plays role. The customer who have at least 12-15 feet of

space into their room always prefer 32” LCD.

Resolution and contrast ratio are also preferred by customer while buying

LCD, because LCD TV’s are known for the same, so that will be the first

question of the customer.

At the beginning of the study I have assumed that the people who are buying

LCD or who had brought LCD never think for the price of the LCD, but my

assumption got wrong at the end of the study, most of the people strongly

agree that it plays a major role in choosing their LCD, because they have so

many option with them.

Power consumption is not a major factor because all the LCDs are coming

with 5-star rating. And also they consume less power as compare to CRT TVs.

The brand which is more preferred by the consumers of the Jaipur is SONY.

The reason which I have found that is there are so many hoardings in the city

that are striking the name of their brand so often in the mind of customer.

As most of the companies are offering many connectors with LCD’s like

HDMI ports PC Connectors etc. so it became the need of the customers.

5.5 SUGGESTIONS / RECOMMENDATIONS

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

SAMSUNG and SONY, I have not found out any shortage of features

provided by ONIDA, only difference is in the promotion of the brand and

availability of the products.

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

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

awareness of brand.

ONIDA can also open its own outlets for selling.

Print media should also be used.

Advertisements are not so attractive so company needs to invest

more money on them too.

Instead of DEVIL and Siddharth and Ritu, a popular celebrity couple

would prove more effective.

Availability of product should also be enhanced.

5.6 LIMITATIONS OF THE STUDY

The main factors that have been adversely affected the trustworthiness of the

report are:

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

time period.

Due to busy schedule of the superior staff the optimum guidance was

not available.

Many secrets and important facts and Figures and information have

been kept hidden.

Because company had told me not to disclose that you are collecting

data for ONIDA so I can’t find out the brand perception of

consumers regarding the company.

5.7 KEY FACTS I HAVE FOUND WHILE RESEARCH

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

imported in as CBU {complete built unit} and 75% were imported as SKD

{semi knock down} or CKD {complete knock down}.

In 2007, the leading India LCD TV brands were Samsung, with more than 30% share, followed by Sony {19%}, and LG {16%}. The leading PDP TV brands are LG, SAMSUNG, and PANASONIC. LG also leads the CRT TV market in India with more than 25% market share, followed by SAMSUNG AND VIDEOCON.

Thailand has a special FTA {free trade agreement} with India on duty

benefits. Therefore companies like SONY AND PANASONIC are making

LCD TV in Thailand and then shipping them to India.

21” flat CRT TV has a 55% share of the total CRT TV market in India.

There are still some concerns about India’s LCD TV market growth, poor

power supply, and vague process towards India digital TV broadcasting,

a complex TV import duty structure, regulations that are very complicated

and very inefficient.

In 2008, the share of 32” was more than 45% in India LCD TV market,

followed by 20-26 inches with 31% share. The 40-47 inches models

account only for 15% in India LCD TV market.

CRT TV OEM is a key business in India as many brands ship components

into the country and then sub contract to local OEM makers to assemble

CRT TV’s from them.

SONY, SAMSUNG AND LG have the most exclusive shops in India

The growing LCD to market in India has encouraged Indian company

VIDEOCON group to setup a TFT LCD panel manufacturing fab.

ANNEXURE

AI Webliography

AII Bibliography

AIII Questionnaires

ANNEXURE 1

WEBLIOGRAPHY

www.wikipedia.com

www.onida.com

www.compareindia.com

www.avrev.com

www.google.com

ANNEXURE 2

BIBLIOGRAPHY

Business Research Method by William Zikmund

Topic: Survey research and Data Analysis

Marketing Management by Philip Kotler

Topic: Conducting Marketing Research

Marketing Management by Ashok Sharma, Anju Gupta, Neetu

Mathur

Topic: Marketing Research

Company manual and brochures.

ANNEXURE 3

QUESTIONNAIRE

NAME:__________________________________________

CONTACT ADDRESS:_________________________________

CONTACT NUMBER:__________________________________

1 Does screen size play role in choosing LCD TV?

Strongly agree

Not agree

Sometimes depend on it

Can’t say

2 Which size do you prefer?

19”

22”

24”

26”

32”

42”

3 Does space for LCD also matters while buying?

Strongly agree

Not agree

Sometimes depend on it

Can’t say

4 How much resolution is important in buying LCD TV?

Not much

Very much

Can’t say

5 Do you prefer contrast ratio while buying LCD TV?

Always

Sometimes

Sufficient

No matters

6 Motion response time is very important in buying LCD TV?

Strongly agree

Not agree

Sometimes depend on it

Can’t say

7 Are connectors offered really needs in buying LCD TV?

Always

Sometimes

Sufficient

No matters

8 Price plays major role in buying LCD TV?

Strongly agree

Not agree

Sometimes depend on it

Can’t say

9 Power consumption matters in buying LCD TV?

Strongly agree

Not agree

Sometimes depend on it

Can’t say

10 Do you need prior information like advertising before buying LCD TV?

Always

Sometimes

Sufficient

No matters

11 Which brand do you prefer most?

SAMSUNG

LG

SONY

ONIDA

VIDEOCON

PANASONIC

12 What sound would you prefer?

100-300

300-500

500-800

800-1000

Don’t know

.