Onida Case Study

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Assignment # 3

BRAND ANALYSIS

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ONIDA

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 have grown older with times and the brand has failed to connect itself to the current generation. The “devil” in the advertisements in not...
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