Onida Gadgets: New Product Launch

LAUNCHING OF A NEW PRODUCT ONIDA LAPTOPS

 

COMPANY DESCRIPTION

ONIDA is one of the largest television production companies in INDIA. It really is one of the most significant and quick growing companies in the same field. Onida as a corporation was founded in 1981 as a general population company. Its brain quarter is in MUMBAI, MAHARASHTRA, INDIA. Onida deals in a type of industry known as electronic digital industry.

Onida Company began their business with gadgets and then extended their business with various products as LCD TV'S, PLASMA TV'S, TELEVISIONS, Dvd and blu-ray AND HOME THREATER SYSTEM, AC UNITS, WASHING MACHINES, MICROWAVES, PRODUCTS LINKED TO PRESENTATION, and INVERTERS AND IN ADDITION CELL PHONES.

Onida Company is a most popular brand now. It has got his network as 33 branch office buildings and 208 customer connection centers. Also the business is having 41 depots multiply from coast to coast. Onida is also having market capitalization of 400 crore approx. also onida gadgets won an award as "AWARD FOR Superiority IN Gadgets" in 1999 from MINISTRY OF INFORMATION TECHNOLOGY, Federal OF INDIA.

EXECUTIVE SUMMARY

Onida is one of the major speedy growing companies. It really is one of the most successful companies in term of professionalism. The main aim is to prove quality of competitive prices and client satisfaction. It is one of the target is to provide NOTEBOOK Laptop or computer as ensured quality, supply and client satisfaction. This pursuing marketing plan forms the basis for the launching of ONIDA Notebooks by ONIDA COMPANY one of the famous company in India.

The analysis allows us to check out for the achievements of the company's proper goals. ONIDA Notebooks will be sold to reinforce the company's status as innovator in invention and successful product starting. This new product launching will allow us to add RS. 100 crores to company's turnover with a forecasted sales growth potential client of 10-15% over another 5 years.

And while gratifying the need and designing the product to match individual's lifestyle. Success will be shown with a sizeable catch of market shares within the forex market, while strategically having the company up to the very best spot as the market innovator in laptop portion. Export potentials in the market will be considered in every the western countries as USA, Russia, France, and Iraq. Nigeria, Yemen and even further growth can be planed.

The main aim of the business is to attract a sizeable market talk about of the laptop segment. Also the amount of customers depending after laptops rather than personal computers is taken attention off. The primary aim is to sell one lakh systems of notebook computers in the first year considering as this brand as a fresh brand and being know-how in the related field having manufactured the product for many brands and having also sold its televisions.

EXPECTED TURNOVER

Above graph shows the expected turnovers in crores on the approaching years in turnover of onida laptops in a variety of countries.

In 2009 as the product is being starting in 2009 2009 only so started out expected turnover will be close to about 90 lakhs. Using the continuous way to obtain good quality and good work with good customer service expected turnover will start increasing.

Company is likely to use new technology and other servicer beneficial for customers and company in terms of turnover which will help in boost the expected turnover to 150 lakhs in 2012. This demonstrates that starting of onida laptops will be good for the business.

SITUATIONAL ANALYSIS

ONIDA NOTEBOOK PC is a fresh expansion type of onida. Onida tv collection has been well received and today ONIDA NOTEBOOK Personal computer is going to be launched for onida's continues success and future profitability. Onida as a corporation is well-known for quality products at reasonable prices and it offer best facilities. It'll offer NOTEBOOK Laptop or computer or LAPTOPS in various configuration as well as prices to gratify every kind of customer. One important key to success or for the introduction of the merchandise is to generate product understanding and expansion of customer platform.

MARKETING SUMMARY

Marketing overview of onida laptop computers possess sufficient information about the market needs and customer needs, wants, desires and needs. It will also help give right offer to right customer so that company can perform customer satisfaction and can talk to them in a much better way. Also this business lead to have some important information about customer which will help to make customer a delightful customer.

TARGET MARKET

The marketplace of ONIDA Laptop computers or NOTEBOOK Computer is shown below:

Above shows that there is a marketplace of onida laptops as

CORPORATE USERS

END USERS

OTHERS

Environmental analysis

Macro environmental factors

Growing throw-away income and low penetration levels would ensure better share of pocket for the buyer industry and would help in obtaining the predetermined targets. The inventions and inventions would assist in shaping the industry's future. It might be necessary to catch the changing tendencies in consumer standards of living and provide the right product at right time to assist in further development and accomplishment of targets. There's a need to unveiling a product that will give maximum customer satisfaction and meet there needs.

Micro environmental factors

The cost would further come down with enhanced likelihood of better and easy mix border discussions with suppliers worldwide and the number of offerings

Would rise. With the upsurge in variety of players, there would become more action and the industry would have the buzz around it and would want constant high pitch communication with the clients. Network has a solid affect on the buying decision and the organization that would manage the route better, could have a substantial advantage over others.

Competitive Strategy

Onida will attempt to provide more valuable offerings to the clients and would make an effort to manage customer connections. Onida as an organization in order to be effective and ahead of competition would make an effort to maximize benefits to the consumers. They'll also react firmly to price changes made by the opponents and organizations would check out integration on backend as well as leading ends.

MARKET DEMOGRAPHICS

The account of ONDA NOTEBOOK Personal computer or Notebooks customer contains the next GEOGRAPHIES, DEMOGRAPHICS, and Action FACTOR:

GEOGRAPHICAL FACTORS

Geographical factors have been grouped as:

  • ONIDA NOTEBOOK will have specific domestic geographic aim for area. They will serve the product to domestic market.
  • Onida will try to cover the Metropolitan area through their own distribution channel.

DEMOGRAPHICAL FACTORS

Demographical factors have been categorized on the basis of the following traits:

  • There will be almost same presented notebook computer or laptop for the corporate, end users and other users.
  • University educators and other researchers can make use of it because of their research work and examining the surroundings.
  • High, Middle, Upper middle and middle class make use of it and reasonable charges strategy can help to purchase of the notebook computer by every potential users.

BEHAVIOUR FACTORS

  • It's an over-all behavior of each man that NOTEBOOK Personal computer or LAPTOP increases the status and prestige of an individual.
  • In today's occupied world there may be need of something which is obtainable with consumer everywhere or any moment with every period of time.
  • Customer feel that they have another image and prestige by using ONIDA LAPTOPS.

MARKET DEPENDENCE ON ONIDA LAPTOPS

ONDA Notebook computers will provides its customers the possibility to choose NOTEBOOKs with different settings and kinds. These laptop computers will also fulfill the requirements of customers and also provide benefit as:-

  • Reasonable pricing

Consumer needs a high quality product at fair price, because of this ONIDA make an effort to provide high quality product at an acceptable price. In order that more and more customer can be enticed towards onida notebook pc.

  • High quality

Consumer want high quality product, which is must be saturated in respect to performance. ONIDA attempted to meet this need of consumer at its level best. Quality was the key point to be taken treatment of by the business as this the primary motto of company.

  • Different varieties

Choices of customer vary from individual to individual. So ONIDA provides different laptop with different features. And provide laptop computers with different construction.

  • Product availability

One of the considerations to be taken treatment of is Customer and customer seeking option of product in order to choose the product anytime they want.

MARKET TRENDS

ONIDA will produce different kind of laptop which not only gratify quality demand of customer but also acceptable price. In order that more and more customer will purchase these notebooks. More recently NOTEBOOK PC production company is growing and more opponents are to arrive the market. Now even customer are definitely more aware about the merchandise for that reason they want different types of product with different features and different styling features. The marketplace for Notebook computers with new and new solutions is growing faster, competition are increasing in these markets. Thus, ONIDA made sections for their product. They divided their customer directly into three groups, and present emphasis on each of the group. So that company can capture all kind of customers in market.

MARKET GROWTH

Gradually total ONIDA Company is going upward with a strong competition. While using increase in domestic market, our international market progress figures is increasing daily. Now with the introduction of new notebook computers with newer technology the market share of our own company will increase further.

COMPETITIVE STRATEGIES

Onida will attempt to provide more value offerings to the customers and would try to take care of CUSTOMER RELATIONSHIP. The organizations to become effective and before competition would make an effort to maximize advantages to the consumers. Companies would react firmly to price changes created by the Opponents and organizations would look at INTEGRATION on BACKEND as well as the FRONTENDS.

CURRENT MARKET SITUATION OF LAPTOP MARKET

Market Overview

Luxury goods are now being perceived as requirements as now customers are experiencing higher disposable earnings being allocated to lifestyle products. There is a discernible switch in the consumers' inclination and only higher-end, technologically superior top quality products, the demand being spurred by increasing consumer understanding and choice for new models now the modern informed customer is not confined to old systems and old products. Now customers want to try newer products with newer systems.

Quality products with superior technology and technology up gradation have helped the industry to accomplish higher growth in terms of volume level and also higher realization in value conditions. Rate of progress in production has been more in terms of volume or in level growth as opposed to the growth in value terms for a number of products. This has occurred because of constantly falling prices over time credited to competition among the list of MAJOR PLAYERS, Ambitious MARKETING STRATEGIES AND DECLINING IMPORT TARIFFS.

Competition has obligated companies to provide efficient AFTER Sales SERVICE and support and this, subsequently, has swayed customer preference for good brands. You will find positive growth movements in Technological goods segments - white goods and gadgets during and things to sustained growth because of emerging opportunities and strong fundamentals of the economy.

Because of growth in development in the arranged segment and domestic availability of branded products due to reducing of import duties and other liberal

measures, the share of unorganized segment has drop sharply to only 8 to 10 % from 40 to 50 percent. The purchase price difference between top quality and unbranded goods has narrowed down and with top quality players providing good after sales services and support consumer prefers to buy branded products.

The industry related to technology seems to have two plainly differentiated sections. The MNCs have an edge over their Indian counterparts in terms of technology combined with a reliable stream of capital. The domestic companies compete on the basis of their well-acknowledged brands, an intensive distribution network and an insight into local market conditions. Competitive strategies revolve around strong brand differentiation and prices.

Bargaining power of customers is high scheduled to availability of many brands. Demand is Cyclical and seasonal. Demand is high generally on the basis of dependence on customers as corporate customer or person. Demand for technology exists over summer and winter. There is absolutely no preference based on any special month when demand for technology is more in one month than other month.

Rural India which accounts for practically 70% of the full total number of homes, offers a great deal of range and opportunities for the white goods industry. Increasing consumer awareness and desire for new models have put into the demand in rural areas also. And evolution of education got made more and more people count on technology.

Attractive consumer loan plans with reduced interest levels over the years by the financial institutions and commercial finance institutions and the hire-purchase techniques have put into the surge in demand. Besides, the buyer goods companies are

themselves coming out with attractive financing plans to consumers through their considerable seller network. The usage of internet by the marketplace functionaries has lead to brains sales of the merchandise. They have helped sustain the demand increase witnessed recently in this sector.

SWOT ANALYSIS

(STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS)

STRENGTHS

  • Quality product and services.
  • Popular brand name.
  • Continuous research and development
  • Strong existing circulation channel.
  • Increased talk about of prepared sector as compare to unorganized sector.
  • Attractive design.
  • Body manufactured from silver and plastic material and available in many colors.
  • Most of the clients are satisfied.
  • Presence of established distribution sites in both urban and rural areas.

WEAKNESSES

  • Poor federal spending in infrastructure and other related things.
  • Lack of promotional activities by companies.
  • Low purchasing electricity of consumers
  • Insufficient capital.
  • Legal and political barrier regarding transfer, tax and delivery and other complications.
  • Difficulties scheduled to competitors.
  • Old solutions.

OPPURTUNITIES

  • Low penetration levels
  • Demand of NOTEBOOK Laptop or computer is increasing.
  • Improved market stock portfolio.
  • Greater demand credited to changing lifestyles
  • Increasing sales throughout the country and internationally.
  • Availability of easy funding.
  • Promotional activities to increase brand image.
  • Growing disposable income of consumers
  • Increasing demand in rural sector.

THREATS

  • Strong competitors
  • Legal & politics difficulties regarding transfer duty, taxes etc.
  • Entrance of new opponents in the market.
  • The price of NOTEBOOK or notebooks is decreasing consistently.
  • Cheap Imports from Singapore, China and other Asian countries
  • Higher import obligations on raw materials enforced in the Budget 2008-09.

COMPETITORS

Onida has generated its own market. But still they need to face the rivals. A number of the major rivals of onida laptop computers are:

  • HP: HP's NOTEBOOK is having maximum market share in capturing the marketplace of NOTEBOOK Computer in India as well as internationally. HP'S notebooks are stated in China. They are really holding a leading position for very long time in NOTEBOOK Personal computer inside our country.
  • ACER: Acer is the Chinese language company of NOTEBOOK or notebooks. ACER has its maximum market talk about of NOTEBOOK PC in Bangladesh. They have fewer shares in Indian market as compare to acre.
  • COMPAQ: Mitsubishi is Taiwan Company. COMPAQ was an automobile company originally. Now it is producing NOTEBOOK Computer also. It really is now giving a solid competition to notebook or laptop market.
  • DELL: Firstly they produce tvs. But now they may have increases its business by producing NOTEBOOK Computer. And DELL is now giving a strong competition in laptop market as well as scientific market.

MARKET SHARE OF ONIDA

PRODUCT OFFERING

ONIDA will offers different kind of construction at different price to our consumer for chooses their expected product. Following will be the items:-

POINTS OF SUCESS

  • Strong quality
  • Better customer romance management
  • Better service
  • Operational efficiency and integration
  • Effective route management
  • Constant product change and product combine management
  • Image of brand and product
  • Distribution channel
  • Retention of customer

MARKETING STRATEGIES

Marketing strategies are helpful in creating consciousness, interest and charm from our marketplace. So that increasingly more market can be capture.

Basically marketing strategy is dependant on superior performance of the following areas:

  • Different construction.
  • Product quality.
  • Delight end user.

MISSION

The main mission is to provide quality and product at a competitive price. Progress in diversity and continuous contribute to the growth is being the primary market challenger. Also To benefit society most importantly through Development, Quality, Productivity, Human being Development and Progress, and to generate sustained surpluses, always trying for superiority, within the construction of rules, and in only the truth where we foundation every action

3. 2 Marketing Objective

  • Capture the market as a market leader.
  • To attain quantitative and qualitative control in the technological sector.
  • Maintaining positive and increased sales progress than the competition.
  • Increase the market show by market development and services.
  • To increase product awareness and sales by persuasive promotional activities.
  • Becoming a internationally recognized and exclusive company through synergistic business investment.
  • Differentiation through advancement and enthusiasm through empowerment.
  • Also cost through economies of range and world class systems and types of procedures that bring in joy of stakeholders.

FINANCIAL OBJECTIVE

  • The company aims to sell one lakh systems of NOTEBOOKS in first year of its launching and is wanting a focus on turnover of Rs. 100 Crores from laptop market in first yr.
  • It needs to expand at 10-15% in next five years by gratifying customer needs through its offerings.
  • They aim to make considerable earnings and achieve economies through backend and front side end integration.
  • And maintaining two times digit each year.

STP (SEGMENTATION, TARGETING, POSITIONING)

SEGMENTATION OF MARKET

The company has segmented its target market on the basis of incomes and life-style.

People who are well educated, have lifestyle as an important factor and have high income can buy laptop.

TARGET MARKET

The potential consumers are sectioned off into various segments- Corporate Consumer End User and others. The primary marketing opportunity is sell laptop computers to these well identified, accessible marketplace segments.

Corporate Customer: Corporate users will be the users who choose the laptops because of their official goal only. The MD, GM, DGM, CEO and other.

Levels in office buildings are the primary corporate and business users.

End User: End users will be the users who buy the laptops for his or her personal use. Instructors, Students of private University, businessman etc are mainly consider as the End users.

Others: other then as mention above.

POSITIONING IN MARKET

Onida is trying to keep up its position as a NOTEBOOK company. The positioning will be performed by providing quality product, competitive price, and matching to consumer's demand and by delighting consumers. There must be experienced managers to make understanding about the product to customer. Company is also promising to provide quality offerings and better services and make a satisfied consumer as its brand ambassador. The business's will advertise its product as the synonym of real truth and providing it at an acceptable price.

STRATEGIES

ONIDA'S main primary marketing strategy is to get and firstly create customer recognition about the products as well as option of product.

Other marketing strategy are-

  • Providing Total Quality Management (TQM)
  • Customer Orientation
  • Providing international standard products
  • To increase the product line as well as length according to the anticipations of the consumers
  • Competitive prices of product.

MARKETING MIX

ONIDA'S marketing mixture is made up of the following approaches to product, price, campaign, and place or customer service.

PRODUCT

o BRAND NAME

The name of the brand is "ONIDA NOTEBOOKS".

o PPRDUCT CLASSIFICATION

ONIDA NOTEBOOK has five types of product. These are-W125U-T3000, W3001U-T4150, W4200-T4500, W4510U, W5520U

o QUALITY OF PRODUCT

ONIDA is mainly popular for the maintaining of high quality of its products. Total Quality Management (TQM) is purely used here.

o DESIGN

Attractive Design, Color, construction, Comfortable weight.

o PACKING

ONIDA supply the notebooks to the users with attractive presentation. It offers special cartoon with strong handling of the NOTEBOOKs to its sellers.

o Size

The products' size change from to 1 product series to other product series

o Service

ONIDA provides best after sales service and take feedback because of its products.

PROMOTION

o SALES PROMOTION

ONIDA provide initially shot-term incentives to encourage and buy or deal of its products. Sometimes company has made a decision to give special discounted price for its products. Company also decided to give T-shirts, caps, bags etc. to lure the clients.

o ADVERTISEMENT

Company decided to gives advertisements for ONIDA NOTEBOOK through paper, billboard, popular journal, leaflets, sponsoring on game competition, internet etc.

o PERSONAL SELLING

ONIDA company is also deciding to sell laptop computers through personal offering but till now we haven't arrange any sort personal selling.

PRICE

o LIST PRICING

Pricing of the merchandise are being made on the basis of technology used in the merchandise and depending upon the various group of onida. The various pricing of varied varieties of notebook computers are:

o DISCOUNT

Company has decided to allow discount facilities to all the retailers and dealers.

o Payment period

ONIDA will sell NOTEBOOK on credit to its distributor and stores and following the sale e amount of 2 months can get for making payment.

PLACE

CHANNELS

ONIDA has its distribution channel for the syndication of the products.

DISTRIBUTOR

ONIDA have own distribution channel for distributing their products.

Location

ONIDA covers district regions of our country to fully capture the market for his or her products.

TRANSPORTION FACILITIES

ONIDA has its own transportation facility for its distributors. Marketers are themselves in charge of taking the merchandise with their showrooms.

MARKETING RESEARCH

One of the considerations is research work. Research is very essential for just about any company to know about current market position and also to predict future needs.

Information is accumulated through the seller and merchant.

o Question - "How performed you hear about our ONIDA NOTEBOOK product?" notice the answer and this answer can be use for the promotional activities.

o Customer recommendation - New responses service and customers' recommendations system to get additional information. They want to know from the customers about-

ј What suggestion do you want to give to company to boost our product?

ј Why do you need a laptop and just why onida laptop only?

FINANCIALS

It is vital while the launching of something to manage the financial summary of ONIDA NOTEBOOK related to marketing activities. ONIDA address brake even research (BEA), sales forecast, expense forecast, and demonstrated how this activity are connect to the marketing activity.

BREAK EVEN ANALYSIS

Break even is a point where cost is equals to sales. The break-even evaluation below shows the amount of solo sales, or products, that people must realize to break-even. Research of breakeven point is dependant on the cost and the sales of an company.

SALES FORECAST:

Sales forecast means planning or estimation of sales so that future sales can be assessed. ONIDA considers that the sales forecast will be achieve into the five main streams; W1250U-T3000, W3001U-T4150, W4200U-T4500, W4510U and W5520U. This may steadily increase the sales. As the advertising budget allows the prospective market forecast, the outlined of all the potential customers get split into separate teams. The forecasted customers group divided into various categories: Corporate Users, End Users while others.

EXPENSE FORECAST

Every company has to make a previous forecast of expenses. It is important to recognise such forecast to limit the expenses manufactured in future. These expenses should be budgeted at roughly 5% of total sales for 2007-08 and 6% for 2008-09. Mainly expenses should be monitored in the major marketing categories as:-NEWSPAPER Advert, PROMOTIONAL EVENTS, BILLBOARDS, PRINTED LEAFLETS, and Ad IN TELEVISIONS ETC.

CONTROLING FACTORS

The main reason for ONIDA NOTEBOOK's marketing plan is to provide as helpful information for the business while releasing of the notebooks successfully. This plan is focused on execution and changing the business and to make it better. Within this marketing plan we look at specific implementation programs, and the facts that it takes to make it work. Listed below are the areas which will be specially monitored to improve the performance of company and starting of notebooks.

Contingency Planning

Contingencies more likely to arise:

  • Price War
  • New Solutions in the market
  • More Competitors

Company's Technique to counter the same:

  • Creating value preposition
  • Continuous advancement and product development
  • Creating distinct brand identity
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