ON

COMPANY NAME- ONIDA

PRODUCT-LAPTOP

SUBMITTED TO SUBMITTED BY
Mr. M.K. Sharma sir Niraj Awasthi
Roll no. B25
Sec. RR1901
Regd. No. 10901332
 ACKNOWLEDGEMENT

I am greatly thankful to Dr. M. K. Sharma Sir for his keen interest,

persistent encouragement, constructive criticism and untiring guidance
throughout the development of report. It has been my great privilege to
work under his inspiring and provoking guidance.

I am also thankful for all external sources which provide me

information for preparing the marketing plan for developing the new
product for the company.

CONTENTS
(1)Company Description………………………………………. (3)

 Introduction of company…………………………….. (3)

 Vision of company…………………………………... (6)
 Mission of company…………………………………. (6)
(2) Marketing objective ……………………………………….. (7)
(3) Situational analysis ………………………………………... (7)
Industry analysis………………………………………………. (7)

 Market characteristic ………………………………... (8)

 Trends ……………………………………………...... (8)
 Socioculture factors………………………………….. (8)
 Competitors………………………………………….. (8)
 Customer profile……………………………………... (9)
 Technology…………………………………………... (9)
 SWOT analysis ……………………………………... (10)
(4) Marketing strategy ……………………………………….. (10)
(5) Marketing mix …………………………………………… (11)
(6)Implementation, evaluation, and control …………………. (13)

 Marketing research………………………………….. (13)

 Organization structure and plan ……………………. (14)
 Financial projection ………………………………… (14)
(7) Reference ………………………………………………… (15)
COMPANY DISCRIPTION
(1) Introduction of company

Chief person of the company

Mr. Gulu Mirchandani-chairman and managing director
Mr. Vijay Mansukhani – managing director
Mr. Satarjit Ray-chief executive officer
Mr. S. Ravishanker- chief technology officer
Mr. C.R. Talati- vice president (operations)
Mr. Kirti Sen vice president (human resource)
Mr. Sriram Krishnamurthy – vice president (sales and services)
MIRC Electronics Limited (Onida) is an Indian corporate house and
it is working in India science last 27 years. Onida is not doing their
business in India but also carrying out their business in CIS
countries and Middle East countries in last 12 years.
MIRC electronics limited merely focused on consumer-
electronic and Home Appliance business with the popular brand
“Onida”.
Onida was started in 1981 in Mumbai by Mr. G.L.
Mirchandani and Mr. Vijay Mansukhani.
 Firstly Onida started their business by assembling the
television sets at their factory in Mumbai by providing the superior
quality product to their consumer as Onida become a household
name. Onida make their reputation for the intelligent and
pioneering application of technology.

Manufacturing plant of Onida-

(a) Wada- All the main operation of Onida is conducted in a state-
of-the-art plant at Wada which is situated 80 km. from Mumbai.
(b) Roorkee- Uttaranchal
(c) Saharanpur- Uttaranchal
(d) Noida- NCR
Corporate house- Onida House, Andheri & 4 overseas offices, 42
branch offices, All over India 310 customer relationship centers,
and 76 Depots across India.
There era several product which is offered by the company are
as given below-
(a)LCD TV
(b) Television
(c) DVD players
(d) Home theaters
(e) Air Conditions
(f) Mobile Phones
(g) Microwave Ovens
(h) Projector & Display Product
(i) Washing Machines
Today Onida is a leading brand in consumer electronics
goods. Company aim is to introduce products of substance
that offer the very best in technology and the finest design
that made Onida as a leading player in the electronics and
entertainment business today.
As Onida is a household name in India and offering the best
designed product to the customer. Any product which is
manufactured by Onida always meets the demands of
expectations of the Indian consumer. Onida is a really Indian
company which caters to the Indian requirement.
At the present time, due to increasing in the demand for
the Laptop, Onida is planning to launch the laptop in the
market.

(2)Vision of the company- Vision of the company is “To be a

global world class organization that provides Best-of-Bread
localized business and technology solutions, with continuous
innovation and quality, delivered by best in class people.”

(3)Mission of the company- Mission of company is “To

communicate simple truths that customer understand. 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 low, and in nothing but the truth in
which we base every action.”

MARKETING OBJECTIVES
Recently company has planned to launch Laptop. The marketing
objective is to establish the company as an expert in all the
consumer electronics goods and capture more market shares.
The demand for the Laptop in Indian market increases very
rapidly and there are several companies which are playing
well in the Indian market, Onida also want to come in to the
competition in Laptop market with innovation and high
technology.
Buy launching the Laptop in the market company want to
make more money and become a household name want to
sell a million of them and also company want to become a
market leader in producing the Laptop till 2020. Company has
decided to simply the best thing but at reasonable prices.
Onida Laptop wills that kind of product which will make you
feel proud once you purchase them.

SITUATIONAL ANALYSIS
(1)Industry analysis- Industry analysis includes
(a)Market characteristic- in the market the demand for laptop is
very high. The main users of Laptop are students, job holders
and soon.
Demand for Laptop is increasing day-by-day. This is the
reason that many companies are playing a major role in
providing the Laptop.
(b) Trends-Today the marketplace has shifted towards professional
and most of people aged between 20 to 30 years want to get
higher education and in these fields Laptop is the basis tool.
For example, in LPU, the students which are doing B.tech
and MBA Laptop are compulsory because it is very useful for
us.
Now a day’s Laptops have become a symbol of status for
many too. To own a Laptop means you are a class apart and
have an asset only the rich can afford. As you go higher the
echelons, a Laptop is given to you. This marks your growth
and earns a higher reputation.
(c) Socioculture factors- Now days the lifestyle of people has been
changed, dad-by-day the disposal income of people is
increasing and level of social mobility (movement of people
from one social class to another) is also changed.
(d) Competitors- There is much organization of competitors that
have launched in India all to woo the Indian customer with an
asset that was marketed to the upper class only.
 But now the companies are fighting for the market share
in the computer market including multinational companies
like Dell, Intel, Hp, Compaq, Lenovo, and Toshiba and so on.
With new gadgets to motivate people to by their product and
its accessories.
In 2007, the Laptop market grew by 84.8% with Hp
retaining in the first position again. They had a market niche
of 37.8%. Lenovo and Acer came in a close second and third
position. India local manufactures still have a long way to go if
they want to make it into top five. As for now, multinationals
Laptop companies continuous to dominate the market.
Onida Laptop will face the main competition with IBM
Laptop, Acer, Toshiba, Sony, HCL, Compaq, Lenovo, Dell and
Hp laptop.
(e) Customer Profile- Laptop is not used in a specific area. Now a
day it is used in whole world and all type of customer are
needy for it. But Laptop is mostly used by the professional,
student and business man because it provides processer, ram,
flat screen, hard drive, graphics card, CD/DVD drive, pointing
device, key board, and mobility and network connectivity and
so on.
(d) Technology- Rapidly changes in technological advances in the
last few decades have increases the interest in using the
Laptop. Now the days the cost of producing the Laptop is not
very high. If we see in the market the Laptop prices are
 started approximately Rs. 25000 this is only because of high
technology used in the production.
(e) SWOT analysis-
Strength

 Strong brand name

 Approach market through technology and high quality
product
 Wide distribution network
 Target is not only number driven but also about acquiring
and retaining customers
 Created a unique brand image for itself as a high end value
driven brand targeting the mass market.
Weakness

 Less investment is done by the company in advertisement and

promotions in comparison of the competitors.
 Now the DEVIL MAN in advertisement is not working for
Onida and company is not able to connect with this
generation.
 Most of the consumers are not aware about the all product of
the company.
Opportunity

 Mass Indian market

 Growing semi urban market
 Developing rural market
  Day-by-day increasing in purchasing power of people.
 The high end value driven proposition helps in increasing
market share.
 Developing new product for new market.
Threats

 Day-by-day market is capturing by rival MNCs like LG,

SAMSUNG, and SONY and so on.
 Cheaper import from China and other South East Asian
countries.

MARKETING STRATEGY
MIRC electronics Limited (Onida) began its operations in India in
1981 and within in a span of 27 years, and become a most
prominent players in the high-tech consumers electronics and
home appliance sector in India. In 2007, Onida had seized a
significant share (approx 12%) in electronics goods this is due
to good market strategy. Company has divided their market
on the basis of geographic segmentation. Company has
decided that it will distribute their Onida Laptop
geographically throughout India.
Company will provide the Laptop to the customers with
the price of Rs.30000, so that company can cover all the
market.

MARKETING MIX
(1)Product- Onida is a product base company, so the company
cannot ignore the importance of product marketing. Company
will add the following variables in the product-
(a) Product variety- company will provide the Laptop in several
colures so that the consumer can choose colour which they
want.
(b) Quality and Design-Company will provide the Laptop in five
design with high technology as like 4 GB RAM, 320 GB RAM,
high power web camera with 3.8 mega flexes, 15.2 inch flat
screen, Intel core 2 due processor, double layer DVD player,
so that it become different from their customers.
(c) Warranties- Company has decided that it will provide the two
year warranties for the Laptop.
(d) Services- Company has planned to open 2000 new service
centers across the country.
(2) Price- Prices is the most important factor of the marketing mix
which directly affected to the buying behavior of the
consumers.
For capturing the more market share company will adopt the
Penetration pricing strategy; in this pricing strategy prices of
product are set below the competitors prices. And company
will also provide the credit term facility to the customer which
wants.
Discount pricing strategy- Company will provide the trade
discount, if they purchase on the cash basis.
Festival discount- Onida like to other companies will also provide
the festival discount for increasing the sale of Laptop.
Promotion pricing strategy- Onida will promote their sales by
adding a free or low cost warranty or services centers. Onida
will provide a warranty card along with their Laptop and also
will provide after sales services for two years.
(3)Place- Company has already a very good distribution system
with 42 branch office and 310 customer relationship centers.
Yet company has decided to add 10 more branch offices and
40 new customer relationship centers.
(4) Promotion- For the promotion of the Laptop, Company will pay
more attention and increase the amount. And will use the
print and electronic media both.

EMPLEMENTATIION, EVALUATION AND CONTROL

Marketing research-
Before launching the Laptop Onida will conduct a research so that
company can understand the customers that what the
customer want? Which type of features customers want to in
Laptop? What is the currently demand for the Laptop? What
should be the prices of Laptop? After finding the answer of
these questions the company will be able to understand the
present customer and can also forecast for the future needs
 and demand for the product. Company wills attention in
present market as well for future. By doing this company will
able to introduce new product in the market.
Organization structure and plan-
Onida is not new for the market, it is working since 1981. It is only
launching a new product to the market so the company has
no need to create new organization structure. But company
needs some more employees because company is going to
introduce new product to the market.
And before launching the Laptop in the market Onida will
organize a advisory committee which will provide the
guideline to the company, helps to the company in decision
making related to developing marketing strategy, pricing
strategy, promotional strategy etc.
Expert will be selected by chair man and managing
director Mr. Gulu Mirchandani. Five members will be in the
committee.

FINANCIAL PROJECTION
(In Rs Crore)
Sales 2009 2010 2011 2012 2013

Net sales 1000 1200 1500 1400 1700

Other 4.2 4.0 3.5 3.2 3.0
income

Total 1004.2 1204 1503.5 1403.2 1703

Income
Total exp 980 1170 1400 1350 1500

Net profit 24.2 34 103.5 53.2 203

Total debt 600 600 800 700 1000

REFERENCE
http://www.laptopindia.co.in/
http://www.laptopindia.co.in/top-laptops-in-india.html
http://en.kioskea.net/contents/pc/crdinateur-portable.php3
http://escholarship.bc.edu/cgi/viewcontent.cgi?
article=1052&context=jtla
http://www.scribd.com/doc/18646014/onida-pntn
http://beta.onida.com/management.html
http://www.sap.com/community/webcost/2008-06-summit-in/04-
Ramesh-New-Dimensional-SAP.pdf
http://www.onida.com/aboutus/aboutus.asp
http://beta.onida.com/home.html
http://en.wikipedia.org/wiki/onida-electronics
http://www.moneycontrol.com/stocks/company-info/company-
history.php?sc-did=05
http://toostep.com/debate/onida-to-give-a-brand-makeover-
should-this-happen
http://www.naukri2000.com/careers/display.resume.php3?
key=arrgn&job=networking
http://marketingpractice.blogspot.com/2008/03/brand-update-
onida.html
http://www.livement.com/2009/09/16004735/onida-devil-new-
campaig.html?d=1
http://www.netmba.com/marketing/situation
http://www.ideamaketers.com/?onida-washing-
machins&articleid=786332
http://www.morebusiness.com/running-your-
business/marketing/d989185088.brc
http://www.diditaltrends.com/reatures/laptop-trends-to-look-for-
in-2008