Onida 'Candy'-Getting the Marketing Mix Wrong?
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG011
Case Length : 6 Pages
Period : 1999 -2001
Pub Date : 2001
Teaching Note : Available
Organization : Mirc Electronics
Industry : Computers & Electronics
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
Positioning Conundrum
In the late 1990s, Onida was eyeing the replacement market in which black TVs were exchanged for colour TVs. This segment accounted for 25% of the CTV market. Onida positioned Candy to tap this market. Research carried out by Onida in 1998 revealed that 60% of TV repurchases were done by 24-to-35-year-olds...
Product Differentiation
Through Candy, Onida was planning to differentiate its product in the overcrowded CTV market.
When Candy was launched in 1999, it was seen as a bold attempt to stand out in the overcrowded Indian television market, which had seen nearly ten new entrants since 1995.
Japanese brands like Sony, National Panasonic and Toshiba, and Korean brands like Samsung and LG,
had entered the Indian television market at the same time...
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Targeting
Candy focused sharply on young people; it was targeting people between the ages of 12 and 25. Market research showed that this age group was looking for personalized products. As a result, Candy was configured to meet this need. For instance, Candy could be configured to different channel choices...
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Getting The Marketing Mix Wrong?
Analysts felt that Candy would have fared better if it had paid more attention to communicating its youthful image...
Will Candy Make a Comeback?
Onida stepped up its advertising efforts with an outdoor campaign launched in June 2001. It also planned to add another colour to its 20-inch offering...
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Exhibits
Exhibit I: Market Share (2000) in Ctv (%)
Exhibit II: Growth of Ctv Market in India
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