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Active @30: Onida ups marketing budget to Rs 150 cr for 2010

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Active @30: Onida ups marketing budget to Rs 150 cr for 2010

With the festive season round the corner, Onida has gone into active mode after months of relative silence. As the brand turns 30, Sriram Krishnamurthy, VP, Sales, Marketing and Services, Mirc Electronics (Onida), shares more on the company’s 30th anniversary plans and the transition in positioning.

Krishnamurthy said, “The brand was launched in 1981 and it’s been 30 years. Thus, it is a moment of celebration and a landmark in our history. However, we had to get away with the devil mascot and embark on a position that is relevant to today’s India. But the mascot still remains the most recollected campaign of Onida and 20 years of history cannot be erased instantly.”

Today, Onida is present across seven categories that include LCDs, DVD players, microwaves, washing machines, air conditioners and mobiles. Krishnamurthy admitted, “I agree that in the consumer’s mind we still are primarily a TV brand, but we have made efforts to improve the image from just being one category player into a multi-faceted brand. Taking this focus ahead, the air conditioners and mobile campaigns have been particularly visible in terms of spends. However, TV will remain a part of our heritage and we will not want to give that up. But we are currently focusing across category brands.”

In keeping with its promotion plans, Onida has increased its annual budget for 2010 to a whopping Rs 150 crore as compared to Rs 100 crore last year. In the immediate future, Onida has robust plans of launching new campaigns specifically for its LED TVs, washing machines and mobiles during the Diwali season. While the air-conditioners campaigns shall follow in January 2011.

Speaking on the targeted growth for 2010, Krishnamurthy commented, “So far, we have grown by 30 per cent in the top line and hope to accelerate in the coming festive season. However, our target growth for the full year is 35 per cent.”

Celebration time for all

Commenting on the festive offers, Krishnamurthy said, “With Mirc Electronics completing 30 years, it is in this moment of pride that we announce our celebration plans at the onset of the festive season. Marking the 30th year of celebrations, Onida offers its consumers an ‘incredible package’ providing the best deals on purchase of any of its products. In line with the brand legacy, we would like extend our gratitude to every consumer across India.”

Onida has lined up a slew of promotional packages themed on completion of 30 years. The packages include opportunities for consumers to win prizes on purchase of any Onida product with ‘scratch card’ offers. The deals on Onida’s product offerings include winning Onida LCD TV or AC and other range of products for just Rs 999 or winning branded a Provogue Bag worth Rs 899 as an assured gift. On the second scratch card, Onida offers a chance to win a holiday package to Hong Kong for a family of three, inclusive of accommodation and travel.

The company has also come up with an exchange offer, wherein consumers can exchange any old product and get 30 per cent discount on the new purchase; a 30-month extended warranty on the colour picture tube on purchase of Onida CTV and a 30-month interest free EMI on any purchase of Onida products.

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