Onida 'Candy'-Getting the Marketing Mix Wrong?

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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.

Case Details:


Case Code : MKTG011 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Rs. 25 for Shipping & Handling Charges


Marketing Mix
Case Length : 6 Pages
Period : 1999 -2001
Pub Date : 2001
Teaching Note : Available
Organization : Mirc Electronics
Industry : Computers & Electronics
Countries : India


Candy, the 14-inch colour TV from Mirc Electronics, did not perform well in the Indian market.

Although Candy did enjoy initial success when it was launched in May 1999, its monthly national sales declined to 3,500 units by mid 2001.

Analysts attributed the decline to wrong product positioning, and poor product differentiation.

Analysts also felt Candy did not effectively promote itself to its target market. They were also of the opinion that Candy was priced too highly.


Product Positioning And Differentiation


  Page No.
Introduction 1
Positioning Conundrum 2
Product Differentiation 2
Targeting 3
Getting The Marketing Mix Wrong? 4
Will Candy Make a Comeback? 4
Exhibits 5


Candy, 14-inch, colour TV, Mirc Electronics, Indian market, May 1999, monthly, national sales, declined, 3,500, product positioning, poor product differentiation, target market, priced

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