CERTIFICATE

DATE: __________

The project report titled “COMPANY PROFILE

OF ONIDA” in Sagar City Prepared by MANOJ
RAJAK, under the guidance and supervision of MR.
HARDESH PATKAR (Lecturer OF MBA Deptt. Of
S.S.H.C. JAIN I.M.R.) for the partial fulfillment of
the degree of Master of Business Administration
is satisfactory in respect of :-

Comments By Supervisor Head of Deptt.

Examiner

1. Contents and presentation

of the subject matter
2. Language
3. Embodies the original work
of the candidate.
4. Submission within due date

Signature of Examiner Signature of

Supervisor
 Signature of H.O.D.

DECLARATION BY CANDIDATE

DATE: __________

I declare that the project report on

“PRODUCT PROFILE OF ONIDA” in Sagar

City is my own work, conduct under the

supervision of Miss. Priyanka Jain (Lecturer OF

M.B.A. Deptt. Of S.S.H.C. JAIN I.M.R.)

Affiliated to Dr. Hari Singh Gour Central

University, Sagar.

To the best of my knowledge the report does

not contain any work which has been submitted

for the award of any degree, anywhere.

Signature of the Candidate

Manoj Rajak
MBA 2nd Sem
 ACKNOWLEDGEMENT
I would like to pay my sincere thanks to Prof. R.P.

Rawat Head of the Dept., S.S.H.C. JAIN I.M.R.

Sagar for providing me the opportunity of doing the

project report.

I would to express my deep sense of gratitude to

Miss. Priyanka Jain (Lecturer of SS.H.C. JAIN

I.M.R. SAGAR) for her valuable guidance, advises,

Cooperation & Constant encouragement during the

project preparation. She is very supporting and without

her help I would not have completed my project report

successfully.

I express my heartful thanks to Mr. Ajay Dwivedi,

Mrs. Parul Guru, Mr. Sanjay Khare, & Miss. Garima

Chourasia and to the staff of S.S.H.C. JAIN IMR., Parents

and friends for their kind support and suggestion.

I am very thankful to retailer and customer whom I

had approached for collection of necessary data and

who give their valuable time and comments, which

were the inputs for my survey.

Date:
Place: MANOJ
RAJAK
MBA 2nd Sem.
( 1st Batch)
PREFACE

The project report has an objective to get the MBA

student familiar with real life business situation and gives
an opportunity to the student of understand the theoretical
concepts of marketing and finance in practical way.

In today’s world “Consumer is the King” consumer

test and preference go alone way in the actual sales of the
product. Every research work has to deal with various
people in concern organization and each of them have their
own opinion and thinking about various topics.

The main aim of the survey report was to determine

the “PRODUCT PROFILE OF ONIDA” in Sagar City.

I tried my best to express the report through

satisfactional representation, graphs, pie diagrams etc.
and it helped me to enhance my knowledge I am extremely
happy to place before our esteemed teachers. The report of
the survey carried in the city of Sagar on Customer
Satisfaction of ONIDA.

INTRODUCTION

Onida today enjoys a strong equity among consumers making it one

of the leading brands in India. Our constant endeavor to introduce
products of substance that offer the very best in technology and the
finest design have made Onida a leading player in the electronics and
entertainment business today.

Onida has recently made a foray in other household appliances

including air-conditioners, washing machines, DVDs, Plasma & LCD
televisions and home theatre systems.

For offices, Onida has also introduced state-of-the-art multi-media

presentation products.

Onida is a popular electronics brand in India. Onida has a network of

33 branch offices, 208 Customer Relation Centers and 41 depots
spread across India. As on 31 March 2005, Onida had a market
capitalization of Rs.301.46 crore.

Mirc Electronics won an “Award for Excellence in Electronics” in 1999,

from the Ministry of Information Technology, Government of India.

Onida with its Sales & Marketing office in Dubai reported a 215 per
cent export growth in two years, setting the base for an increased
robust international presence.
The shipments to the Gulf contribute almost 65 per cent of Onida's
export revenue, while shipments to the fast growing East African
market (Uganda, Tanzania, Kenya and Ethiopia) and the SAARC
countries accounted for 16 per cent of export revenues.

Home Theatres and DVD players have been introduced in these

markets to strengthen the Onida brand presence. These products
have customized models with local language user interfaces in line
with its geographies of focus. Onida models are now available with
Arabic, Persian and Russian OSD (menu).

Onida products have been favored by hypermarkets like Lu Lu

Centres, Carrefours, Geants and Dasmans in GCC countries.

In addition to the Gulf countries ONIDA has now a sizeable presence in

Russia, Ukraine and neighboring CIS countries. ONIDA has already
crossed 100000 mark in CTV exports to Russia in a span of just 2
years and plans to grow in these markets at a much faster pace.

Apart from Television Exports to Russia, Onida also exports DVD

Players and High end LCD Televisions.

Company History
How it all began Onida was started by [Link] and
[Link] Mansukhani in 1981 in Mumbai. In 1982, Onida started
assembling television sets at their factory in Andheri, Mumbai.
Superior products and the combination of a distinctive voice, a
cutting-edge advertising strategy, and purposeful marketing ensured
that Onida became a household name. Over the years, Onida has
strengthened its reputation for the intelligent and pioneering
application of technologies.

THE NETWORK

Onida has a network of 33 branch offices, 208 Customer Relation

Centers and 41 depots spread across India. MIRC Electronics shares
are listed on the National and Mumbai Stock Exchanges. The company
enjoyed a market capitalization of Rs.301.46 Cr. as on 31st March
2005.

The transition of Onida from a family-owned business to a

professionally managed company has largely been made possible by
the vision of the Chairman & Managing Director, [Link].

Products
Onida brand has following range of products.
 1. LCD TVs

2. Plasma TVs

3. Televisions

4. DVD and Home Theater Systems

5. Air Conditioners

6. Washing machines

7. Microwave Ovens

8. Presentation Products

9. Inverters

10. Mobile Phones

No more messy speakers and wires: We saw that most LCDs focus on
picture clarity and compromise on sound. Hence a home theatre is bought
separately. But thanks to the Xaria Thunder with home theatre bar gives you
the most powerful sound in LCD segment without setting up the messy wires
of a home theatre.

42 XARIA THUNDER
LO42XRVBLFT / LO42XRVBBFT
• Full HD 1920 X 1080p
• 1200 Watts PMPO
• Qdeo Video Engine
• USB 2.0 Movie
• OctaV Sound Engine
• 2 Tuner PIP
• Xpress Tuning
• 50000:1 Dynamic Contrast Ratio
• SURF OSD
• Feather Touch
• 2 HDMI
• PC Input
• 60 Degree Swivel Base

• MRP: Rs. 64990

42 XARIA FULL HD
LO42XRVBBHD / LO42XRVBGHD
• Full HD 1920 X 1080p
• 400 Watts PMPO
• Qdeo Video Engine
• USB 2.0 Movie
• OctaV Sound Engine
• 2 Tuner PIP
• Xpress Tuning
• 50000:1 Dynamic Contrast Ratio
• SURF OSD
• Feather Touch
• 2 HDMI
• PC Input
• 60 Degree Swivel Base

• MRP: Rs. 59990

India's most convenient high front loading fully automatic washing

machine: A front loading washing machine gives the best wash quality but
requires bending while washing clothes. Onida high front loading washing
machine has a wider and taller drum for superior cleaning. It's India's
slimmest high front loading washing machine.

HYDROPLUS 60
• 6 Kg Capacity
WO60FLTIWH
• 40 cms depth
• Digital Control
• Wide Inclined Digital Display
• 35 cms Wide Door
• 52 cms High Door
• 180º Door Opening
• 8 Variable Spin Speeds

• 1000 rpm Spin Motor

TRIOMATIC 65 • 6.5 Kg Capacity

WO65FTPIWH • 8 Wash Programs
• 480 W Powerful Motor
• Triple Pulsator Technology
• Waterfall System
• LCD Display
• Memory Backup
• Magic Filter
• Stainless Steel Tub
• Delay Start
• 8 Water Levels

KY Thunder. Big Sound. Perfect Clarity: In some mobiles, the sound is

not clear, while some you can barely hear and others have cracked sound.
Introducing the Onida KY Thunder phone that gives big sound with perfect
 clarity everytime you hear music or make a call. So now listen to this and
you will forget all other mobiles. Challenge!

i21
• Live Picture Chat
• Business Card scanner
• Multi Document viewer
• 2.4" QVGA Touch Screen
• Dual camera
• Expandable memory upto 8 GB
• Remote control/Anti theft security
• Bluetooth with A2DP profile
• Audio / Video player
• Audio / Video Recorder
• EDGE / GPRS / WAP
• Music Photoshow

• Java

F910
• Phonebook capacity: 390 contacts
• 2.0" 262K TFT Display
• Dual GSM
• 2 Megapixel camera
• Micro SD card expandable to 2 GB
• Bluetooth with A2DP profile

The Advanced Audio Distribution Profile (A2DP)

allows high quality audio to be streamed from one
device to another over a Bluetooth connection.
• Audio / Video Player
• Audio / Video Recorder
• Webcam

GPRS / WAP

G480
 • Phonebook capacity : 500
contacts
• 1.8" 262K TFT Display
• FM Radio
• CIF Camera
• Micro SD card expandable to 2 GB
• Bluetooth
• Vibration Speaker
• Audio / Video Player

• Audio Recorder / Call recorder

G500

• Phonebook capacity: 500 contacts

• 1.8" 65K CSTN Display
• FM Radio
• VGA Camera

VGA stands for Video Graphics Array. It is the same

resolution as 640x480, that is 0.3 megapixels.
• Micro SD card expandable to 2 GB
• Audio / Video Player
• Audio / Video Recorder
• GPRS / WAP

Projectors and Display Products

Onida offers a wide range of stylishly crafted presentation devices, each of

which has been customised to suit a particular type of application - be it for
the home or office. Combining the finest in projection, magnification and
visual display technology, these systems ranging from portable multimedia
projectors and compact desktop visualisers to Plasma Display panels and
giant video walls will ensure that every screening or presentation will keep
the audience engrossed. And leave them with memories of a superlative
visual experience.

Infocus Multimedia Projectors

Onida is the only company in India which has the widest
range of projectors that use the most contemporary
technologies.
This is due to the co-branding arrangements with Infocus
Corporation USA, world leaders in LCD & DLP projectors.

LCD TV
Fresh colors, clear, distinct, original as fresh as you see in
real life. Now on your LCD Tv. Onida Lexini Tvs are
equipped with Ultra Luminance Technology that ensures
fresh colors. With beauty at its best and performance at
its peak, Onida Lexini is a statement and not just a
possession.

Visual Presenters
For projecting 3D objects to printed matter, transparencies
and 35 mm slides, the Visual Presenter is the most versatile
presentation equipment to have.

With connectivity to monitors as well as multimedia

projectors, ideas and images can be communicated on a
large screen in a wide range of environments like class
rooms, conference halls, image capturing and video
conferencing.
Onida LCD TV

Onida LCD TV Price List – All prices are in Indian Rupee (INR)

• Onida 32 Lexini LCD TV – Rs.33,490/-

• Onida 46 Lexini LCD TV – Rs.1,05,000/-
• Onida Xaria 32 LCD TV – Rs.33,990/-
• Onida Xaria 42 LCD TV – Rs.63,990/-
• Onida 40 Lexini LCD TV – Rs.65,990/-

22 VOGUE

120W PMPO
HD Ready
Movie TV
HDMI
VisD Image Engine
HD Ready
Wide Sound
PC Input
 32 Diamond HD Ready

400W PMPO
USB 2.0
70000 : 1 Dynamic Contrast Ratio
2 HDMI
VisD Image Engine
SURF
Swivel Base
Wide Sound
PC Input

Price: Rs. 30,990/-

24 M SERIES

Full HD
200W PMPO
iPlayon
60000:1 Dynamic Contrast Ratio
2 HDMI
SURF
Surround Sound
VisD Image Engine
Price Rs. 28,500/-
 OBJECTIVES OF THE STUDY

The project has been divided into two parts. One that is related
with the internship work as per the guidance of the company mentor
that required market visits to be carried out to different distributors
and dealers to understand the way they operate and the interface
between the company and them.

The other part of the project is academic and deals with research,
analysis and studying the various strategies that are employed by the
company, its comparison with other players and so hence and so
forth.

• To analyze the Market of ONIDA Product.

• To analyze the factors influencing the customers to choose a
particular brand of Television.
• To know the customers view towards Televisions of different
brands.
 RESEARCH METHODOLOGY

The Research is Exploratory Research. In the present Research I have

collected data through Survey of 100 customers.

SAMPLE SIZE

35 respondents.

SOURCE OF INFORMATION:

Primary & Secondary Data was used.

SAMPLING METHOD

Percentage Method

SAMPLING PROCEDURE :

Close Ended Questionnaire are used.

SAMPLING TECHNIQUE

Convenient Sampling Method.

TOOLS OF ANALYSIS

I have used Questionnaire Method.

 DATA ANALYSIS & INTERPRETATION

Q. Which Television do you have?

Option Percentage of Respondents
LCD 28
CRT 72

Percentage of Respondents

72

80
28
60

40

20

0
LCD CRT

Interpretation:
28% of the respondents have LCD Television, 72% of the respondents have CRT
Television.
[Link] the following factors you consider are important for building brand image.
Option Percentage of Respondents
Price 24
Clarity 6
Sound 10
Durability 18
Looks 8
Quality 34

Percentage of Respondents
34

35
24
30
25 18
20
10
15 8
6
10
5
0
Price Clarity Sound Durability Looks Quality

Interpretation:
24% of the respondent say Price is the factor which build brand, 6% say Clarity
builds brand, 10% say sound quality, 18% say Durability, 8% say Looks, 34%
say Quality is the most important factor for building brand image.
Q. What do you look for while purchasing a LCD / CRT Television? Please rank
in order of importance.
Option Percentage of Respondents
Comparative Advantage 36
Price 20
TV Advertisement 6
Scheme/Discount/Free Gift 20
Quality 18

Percentage of Respondents

36
40
35
30 20 20
25 18
20
15 6
10
5
0
Sc
C

Pr

TV

Q
om

ua
ic

he
Ad
e

l it
pa

y
ve

e/
ra

D
r
tiv

tis

is
e

c
em

ou
A

en
dv

nt
t
an

/F
re
ta

e
ge

G
ift

Interpretation:
36% consumers look out for comparative advantage while making a purchase.
Q. Why you prefer a particular brand of LCD / CRT Television?
Option Percentage of Respondents
Known Product 20
Good Quality 24
Reasonable Price 22
More Value for Money 18
Other Reason 16

Percentage of Respondents

24
22
25 20
18
20 16

15

10

0
Known Good Quality Reasonable More Value Other
Product Price for Money Reason

Interpretation:
24% people say that good quality makes a brand preferable.
 SWOT ANALYSIS OF ONIDA

STRENGTH

• Approach market through technology and high quality products.

• 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 on Promotions and Advertisement in

comparison of the competitors.
• Now the DEVIL MAN in the advertisement is not working for
ONIDA and company is not able to connect with this generation.
• Customers are not aware about all the products of Onida.

OPPRTUNITIES
 • The Indian mass market.
• The high end value driven proposition helps in increasing
market share.
• Growing semi urban market.
• Purchasing power of people is increasing day by day.

THREATS

• Indian mass market may be captured by rival MNCs like LG,

SAMSUNG and SONY
• Due to increased price of inputs and continuing price erosion
there is downtrend in the consumer durable market

FINDINGS
• 28% of the respondents have LCD Television, 72% of the
respondents have CRT Television.
• 24% of the employee say that they have Samsung LCD / CRT
TV, 44% of the respondents have LG LCD / CRT TV and 22% of
the respondents prefer ONIDA.
• 24% of the respondent say Price is the factor which build brand,
6% say Clarity builds brand, 10% say sound quality, 18% say
Durability, 8% say Looks, 34% say Quality is the most important
factor for building brand image.
• 36% consumers look out for comparative advantage while
making a purchase.
• 24% people say that good quality makes a brand preferable.
• 24% of the respondents say the price of Samsung LCD / CRT
Television is less, 20% say Price of LG LCD / CRT Television is
less, 20% say ONIDA LCD / CRT Television has less price, 36% of
the respondents say Videocon LCD / CRT Television has less
price.
• 32% of the respondents say Sound of Samsung LCD / CRT
Television is best, 34% of the respondents say LG LCD / CRT
Television is best in terms of Sound Quality, 16% of the
respondents say ONIDA LCD / CRT Television is best in terms of
Sound Quality, 18% of the respondents say Videocon LCD / CRT
Television is best in terms of Sound Quality.

LIMITATIONS OF STUDY
• The respondents were limited and cannot be treated as the whole
population.
• The respondents may be biased.
• Time was the major constraint.
• The accuracy of indications given by the respondents may not be
consider adequate

SUGGESTIONS

• Companies must advertise their products heavily.

• Customers must be made aware about the features of LCD / CRT
Televisions.
• After sales services provided must be improved.
• More advertisement must be made to improve brand image.
• Attractive offers must be made by the company.
• Spares parts should be provided at low cost.

CONCLUSIONS
 This project helped me tremendously in knowing how marketing
activities are carried out in a real situation. In classroom lectures, I
was able to understand only the theoretical work I have the practical
experience about the marketing activities. As far In my study I have
found that maximum people prefer to buy LG LCD / CRT TV as
compared to other brands of LCD / CRT Television because of its
Sound system and features and performance. Inspite of Less price of
other brands of LCD / CRT TV people prefer LG LCD / CRT TV.

I found that people prefer LCD Televisions because of their attractive

looks and space required for keeping LCD Television is also very less.

BIBLIOGRAPHY
Books:

• Kotler, Philip., ’Marketing Management’ Prentice Hall Of India

Pvt. Ltd., New Delhi.

• Kothari, C.R, ’Research Methodology’, Vishwa Publication., New

Delhi
 • Saxena, Rajan, ’Marketing Management’ Tata Mcgraw-Hill
Publishing Company Limited. New Delhi

Websites:

• [Link]

• [Link]

• [Link]

• [Link]/in

S.S.H.C. JAIN INSTITUTE OF MANAGEMENT &

RESEARCH
SAGAR (M.P.)
CUSTOMER QUESTIONNAIRE
Q1. Which Television do you have?
a. LCD / CRT b. CRT
Q2. Rate the following factors you consider are important for building brand
Image.
a. Price b. Clarity c. Sound
d. Durability e. Looks f. Quality
Q3. What do you look for while purchasing a LCD / CRT Television? Please
rank in order of importance?
a. Comparative Advantage b. Price
c. TV Advertisement d. Scheme/Discount/Free
Gift
e. Quality
Q4. Why you prefer a particular brand of LCD / CRT Television?
a. Known Product b. Good Quality
c. Reasonable Price d. More Value for Money
e. Other Reason

_____________________________________________________________________

Date:
Signature
Thanks for you co-operation & valuable time

S.S.H.C. JAIN INSTITUTE OF MANAGEMENT &

RESEARCH
SAGAR (M.P.)
DEALER’S QUESTIONNAIR
NAME:- ………………………………………….. DATE ………………….
1. Dealing with following company?
Company ………………………………………. year
………………………..
2. Average sales/month?
…………………………………..................................
3. How many orders do you order in a month ?
------------------------------------
4. Who are the competitors of your product?
----------------------------------------
5. Do you think that the company has a long standing image?
Yes / No. may be
-----------------------------------------------------------------------------------------
6. Reason you account for you sale?
a. Quality b. Price. C. Varieties Offered d. Brand Name
7. What promotional technique is being providing by company to
you?
-------------------------------------------------------------------------------------------
--------
8. Are you satisfied with these techniques? Yes / NO
----------------------------
9. What extra facilities are provided by company to you?
a. Cash discountb. Dealer’s discount c. Transportation d.
Others.
10. Which form of media had lot of impact on the customers?
-------------------------------------------------------------------------------------------
--------
Date:
Signature
Thanks for you co-operation & valuable time