Description
This presentation is about analysis of Onida's IMC campaign.
ONIDA
Analysis of IMC Campaign
Indian Consumer Durables Industry
? Durable goods are those which don’t wear out quickly, yielding utility over time rather than at once ? Typically continue to be serviceable for three years at least and are characterized by long inter-purchase times. ? Consumer durables market is growing at the rate of 10-15% beacause of o Rise in living standards o Changing lifestyle o Higher disposable income coupled with greater affordability o Surge in advertising o Easy access to consumer finance o Wide range of choice as many foreign players are entering in the market ? On the flip side, the presence of a large number of players in the consumer durables market sometimes results in excess supply
Major Players
Onida Product Profile
? LCD TVs ? Plasma TVs ? Televisions ? DVD and Home Theatre Systems ? Air Conditioners ? Washing machines ? Microwave Ovens ? Presentation Products ? Inverters ? Mobile Phones
Onida Advertising
The Changing Shades
•Devil Ad Campaign with the tagline “Neighbors' envy, owner’s pride” •Positioned “Owning a Onida TV” with “Status Symbol/Pride” 1983 - 1999 •Ad Agency – Advertising Avenues
•Moved away from the Devil Ads to “attribute based” Advertising (Example: Onida KYThunder) 1999 - 2004 •Ad Agency – Ogilvy & Mather Advertising
•Return of the Devil with a new look •Positioned “Owning Onida products” with “You are the best, you look down upon the rest, No one messes with you” attitude; Tagline – “Nothing but the truth” 2004 - 2009 •Ad Agency – Rediffusion DY&R Pvt. Ltd •Devil Ads replaced with campaign showing a young married couple using new designed Onida products •New Tagline – “Tumko dekha toh yeh design aaya” •Ad Agency - McCann Erickson
2009 – Present
IMC Planning
Situational Analysis
Established Korean brands : LG and Samsung
Problem determination
Decrease in Onida’s brand equity Onida products connected only to TV
Communication Objective
Promote product lines in its stable – TV, DVD player, Washing Machine, Mobile Phones, Microwave
Shift to technology – led ads
Focus more on consumer connection
Target Group
Segmentation
• On the basis of Age
Target
• Young Generation keen on new design and innovative products • Age group of 20 to 30 years
Positioning
• Thoughtfully innovative Brand • Quality product apt for current consumer’s lifestyle
IMC Campaign
Advertising Strategy
• To demonstrate that Onida delivers quality products with thoughtfully designed features keeping in mind the lifestyles and latent needs of Young India
Big Idea
• Designing products according to your needs • Tumko dekha toh yeh design aaya….
Creative Execution
• Elements of daily affairs shown via young couple • Product features shown : Situation based ads
Tactics
• Same protagonists (young couple) used in different product category ads in order to present Onida as a cross category player
Current Print ADs
Current TV Commercial
Flaws
Summary Axing
? Sudden transformation of strategy from envy to young-couple ? Loss of emotional connect - Devil synonymous for Onida
Technology - led ads
? Single feature – led advertisements ? No key features of the product shown viz. picture quality of TV
Common advertisements
? Generic youth – led advertisements ? Tough to connect to the advertisement in regard to the product
Brand Ambassador
? No iconic personality associated with Onida ? No aspirational value attached
No Opinion Leader activities
? No word – of – mouth publicity ? No reinforcement of credibility
Flaws
Umbrella Brand Ad
? No advertisement showing a complete range of Onida products
Focus on specific regions
? Unconventional media used only in North India ? In – house promotions used only in North and South India
Frequency
? TVC focus only on Diwali time (Oct – Nov) ? Lack of year bound activities eg. No outdoor hoardings
Auxiliary activities
? No sales promotion ? Point – of – Purchase activities
Proposed IMC Plan
In house Promotion Outdoor Media
Unconventional Media
Sales Promotion
Print Media
Interactive tools
TVC
IMC
Online Media
Proposed Campaign
Advertising Strategy Big Idea Creative Execution Tactics
• Target the young age couples and their needs for the same • Signifies the innovative product offerings
• Designing products according to your needs (Tumko dekha toh yeh design aaya….) • Extension of theme of “Envy”
• Devil transition in “Devil New Age Couple” • Promoting technology as “Indulgence” • Attraction to innovative technology
• Same protagonists (young couple) used in different product category ads in order to present Onida as a cross category player
Proposed TV Commercial
Convential Media Activities
? Fade in / Fade out strategy ? Focus on seasonal advertising along with regular ad ? Umbrella brand ad – showing all the products in Onida stable ? Technology – led ads
o Showing essential features o Informing about innovative feature
? Youth – led advertisement with a message of indulgence ? Print ads
Print Ads
Informative Print Ad
Festive Print Ads
Unconventional Media Activities
? Conduct “Longest Clothesline” across the country ? Conduct a festival - “Cooking Fiesta” ? At point of purchase, show the devil welcoming the customers – “Welcome to Heaven” ? Participate in consumer goods festivals across the country ? Associate with local vendor for exclusive in-house promotions ? Sales Promotions ? Sponsorship activities
Longest Clothesline
In - house Promotions
Front Side Back Side
In - house Promotions (Mobile Phones)
Thanks for getting indulged!
doc_581620118.pptx
This presentation is about analysis of Onida's IMC campaign.
ONIDA
Analysis of IMC Campaign
Indian Consumer Durables Industry
? Durable goods are those which don’t wear out quickly, yielding utility over time rather than at once ? Typically continue to be serviceable for three years at least and are characterized by long inter-purchase times. ? Consumer durables market is growing at the rate of 10-15% beacause of o Rise in living standards o Changing lifestyle o Higher disposable income coupled with greater affordability o Surge in advertising o Easy access to consumer finance o Wide range of choice as many foreign players are entering in the market ? On the flip side, the presence of a large number of players in the consumer durables market sometimes results in excess supply
Major Players
Onida Product Profile
? LCD TVs ? Plasma TVs ? Televisions ? DVD and Home Theatre Systems ? Air Conditioners ? Washing machines ? Microwave Ovens ? Presentation Products ? Inverters ? Mobile Phones
Onida Advertising
The Changing Shades
•Devil Ad Campaign with the tagline “Neighbors' envy, owner’s pride” •Positioned “Owning a Onida TV” with “Status Symbol/Pride” 1983 - 1999 •Ad Agency – Advertising Avenues
•Moved away from the Devil Ads to “attribute based” Advertising (Example: Onida KYThunder) 1999 - 2004 •Ad Agency – Ogilvy & Mather Advertising
•Return of the Devil with a new look •Positioned “Owning Onida products” with “You are the best, you look down upon the rest, No one messes with you” attitude; Tagline – “Nothing but the truth” 2004 - 2009 •Ad Agency – Rediffusion DY&R Pvt. Ltd •Devil Ads replaced with campaign showing a young married couple using new designed Onida products •New Tagline – “Tumko dekha toh yeh design aaya” •Ad Agency - McCann Erickson
2009 – Present
IMC Planning
Situational Analysis
Established Korean brands : LG and Samsung
Problem determination
Decrease in Onida’s brand equity Onida products connected only to TV
Communication Objective
Promote product lines in its stable – TV, DVD player, Washing Machine, Mobile Phones, Microwave
Shift to technology – led ads
Focus more on consumer connection
Target Group
Segmentation
• On the basis of Age
Target
• Young Generation keen on new design and innovative products • Age group of 20 to 30 years
Positioning
• Thoughtfully innovative Brand • Quality product apt for current consumer’s lifestyle
IMC Campaign
Advertising Strategy
• To demonstrate that Onida delivers quality products with thoughtfully designed features keeping in mind the lifestyles and latent needs of Young India
Big Idea
• Designing products according to your needs • Tumko dekha toh yeh design aaya….
Creative Execution
• Elements of daily affairs shown via young couple • Product features shown : Situation based ads
Tactics
• Same protagonists (young couple) used in different product category ads in order to present Onida as a cross category player
Current Print ADs
Current TV Commercial
Flaws
Summary Axing
? Sudden transformation of strategy from envy to young-couple ? Loss of emotional connect - Devil synonymous for Onida
Technology - led ads
? Single feature – led advertisements ? No key features of the product shown viz. picture quality of TV
Common advertisements
? Generic youth – led advertisements ? Tough to connect to the advertisement in regard to the product
Brand Ambassador
? No iconic personality associated with Onida ? No aspirational value attached
No Opinion Leader activities
? No word – of – mouth publicity ? No reinforcement of credibility
Flaws
Umbrella Brand Ad
? No advertisement showing a complete range of Onida products
Focus on specific regions
? Unconventional media used only in North India ? In – house promotions used only in North and South India
Frequency
? TVC focus only on Diwali time (Oct – Nov) ? Lack of year bound activities eg. No outdoor hoardings
Auxiliary activities
? No sales promotion ? Point – of – Purchase activities
Proposed IMC Plan
In house Promotion Outdoor Media
Unconventional Media
Sales Promotion
Print Media
Interactive tools
TVC
IMC
Online Media
Proposed Campaign
Advertising Strategy Big Idea Creative Execution Tactics
• Target the young age couples and their needs for the same • Signifies the innovative product offerings
• Designing products according to your needs (Tumko dekha toh yeh design aaya….) • Extension of theme of “Envy”
• Devil transition in “Devil New Age Couple” • Promoting technology as “Indulgence” • Attraction to innovative technology
• Same protagonists (young couple) used in different product category ads in order to present Onida as a cross category player
Proposed TV Commercial
Convential Media Activities
? Fade in / Fade out strategy ? Focus on seasonal advertising along with regular ad ? Umbrella brand ad – showing all the products in Onida stable ? Technology – led ads
o Showing essential features o Informing about innovative feature
? Youth – led advertisement with a message of indulgence ? Print ads
Print Ads
Informative Print Ad
Festive Print Ads
Unconventional Media Activities
? Conduct “Longest Clothesline” across the country ? Conduct a festival - “Cooking Fiesta” ? At point of purchase, show the devil welcoming the customers – “Welcome to Heaven” ? Participate in consumer goods festivals across the country ? Associate with local vendor for exclusive in-house promotions ? Sales Promotions ? Sponsorship activities
Longest Clothesline
In - house Promotions
Front Side Back Side
In - house Promotions (Mobile Phones)
Thanks for getting indulged!
doc_581620118.pptx