Case Study of Onida: Brand Analysis and Revival Strategies

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Household name in television Onida was founded in 1981 and by1982 the company had started assembling television sets at its own factory. Superior products backed up by distinctive design, cutting-edge advertising and purposeful marketing made Onida a household name in India. In addition to televisions, the company has recently made a foray into other household appliances, including air-conditioners, washing machines, DVDs and home theatre systems. For business and industry, Onida has introduced state-of-the-art multimedia presentation products.

Onida, is still well known for its brand mascot ‘The Onida Devil’ and its punch line “Neighbor’s Envy Owner’s Pride”. In the 1980s when owning a television set was considered a luxury, Onida launched its advertising campaign on the platform of envy, to promote its television range.

A green-horned devil with a long pointed tail was the spokesperson in all its ad campaigns till the 1990s. The ‘Devil’ helped Onida gain substantial market share and brand recall among the customers and become one of the top three television brands in the country. In 1998, Mirc Electronics (the owner of Onida brand) decided to abandon the “Onida Devil” in its communication campaigns as the brand mascot no longer appealed to the Indian consumer.

However over a decade now the brand is suffering..

In1998, Onida withdrew the mascot citing the same reasons that they have given now. The explanation given in 1998 was that Indian consumers no longer find Devil, who symbolizes Envy, relevant. So they scrapped the famous tagline ” Neighbour’s Envy, Owner’s Pride ” together with the Devil. But ever since it changed the tagline and mascot, Onida never found a powerful positioning . After six years of drifting around, Onida brought back the Devil with much fanfare in 2004. Media and brand enthusiasts welcomed the move and eagerly awaited the Devil in a changed modern avataar. But the comeback was damp squib. The brand suffered heavily due to ownership issues within the company. There was no brand promotion or new product launches worth talking about since 2004. If at all there were launches, promotions were not sufficient enough.

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 was 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 a new 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...
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