Onida 'Candy'-Getting the Marketing Mix Wrong? |
ICMR HOME | Case Studies Collection Please note: 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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"It was the first non-serious approach to regular television." - N Chandramouli, vice president, sales, marketing and service, Mirc Electronics, commenting on the launch of Onida 'Candy.' Introduction
Candy came in four colors-Berry Blue, Mint Green, Lemon Yellow and Cherry Red—and was priced at Rs 9,990. Soon after the launch in Mumbai, G Sundar (Sundar), executive vice-president of Onida, invited 80 dealers to discuss how to make the Onida brand appealing to the youth.
1] Onida was a brand of Mirc Electronics. Soon after the New Delhi Asiad, two brothers, Gulab and Sonu Mirchandani identified an opportunity in the nascent television market. Sonu entered the television market in the northern and eastern parts of the country through his company, Monica Electronics, and Gulab entered the TV market in the south and west of India with Mirc Electronics. Onida was launched in 1984. |
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