The Devil’s back, a change in tagline and plans to move beyond just TV sets... and look who’s shining!
Here’s one brand that prays for the ‘Devil’ to work its magic! And after praying for long, mercies have started pouring-in... Known as ‘single product’ brand, Onida’s latest efforts and for the first time, has been to move ‘beyond TV sets’. Their communication now reads as “Nothing but the truth”. They also got the Devil back, which has worked wonders. Onida aims at constant innovation and invests a substantial 4-5%of annual revenues in R&D. At the same time, it spent a substantial Rs.8 crores on promotions during Soccer World Cup 2006. It also recently revealed plans of venturing into organised retail chain formats. However, what differentiates Onida from others is its emphasis on umbrella branding. According to Vivek Sharma, VP, Mirc Electronic (Marketing, Sales and Service), “We focus on master branding instead of sub branding. This is because consumers go for the brand of the company more than the sub-brands. Therefore, we have the Devil conveying a single message about the master brand Onida.” A new entrant in 4Ps B&M power brands list, at rank 64, you can actually see the Devil grinning slyly!
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Source : IIPM Editorial, 2008
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