![]() Their famous ‘devil’ in the advertisement did nothing to grab the attention of the new target group. Onida’s failure to cope with the market demands has caused a low in its market share.Īging Customer base: The then customers of Onida have aged with the times and the brand has failed to create a connect with the current generation. Stagnant product range: MNCs like LG, Samsung, Philips, Sony and Videocon have taken over the market with a wide product range when compared to Onida. This trend continued long enough to kill the brand. The new tagline ‘Nothing but the truth’ has been changed even before the truth has sunk in among the audience. Its positioning strategies have been changed continuously. It’s major branding decisions were taken by different ad agencies which has put the brand’s image in jeopardy. Relying completely on the strategies built by the ad agencies: As a marketer, the ownership of the brand must lie with the company and not the agency. It is obvious that no two agencies think alike and the difference in each agency’s creative thinking has contributed to the loss of Onida’s brand essence. They had to change their positioning, tagline, brand personality etcįrequent change of advertising agencies: Onida has constantly changed its ad agencies thereby shifting the creative work from one hand to another. In the year 1998, everything seemed to go wrong with Onida to an extent that they had to send their ‘devil to hell’, meaning it was no longer the reason for others envy. ![]() It had personified the brand using a devil’s image provoking one’s aspiration to own a product as such. This, Onida has made evident through its epic tagline ‘Neighbor's envy, Owner’s pride’. It has emerged as a brand that everyone wished to showcase in their homes causing a reason of envy in their neighbors. Onida has done it all right: Positioning, targeting and promoting. Onida : A brand that has been every household’s priced possession during 1980’s and 1990’s. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |