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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ExcerptsPositioning ConundrumIn 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...
TargetingCandy 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...
ExhibitsExhibit I: Market Share (2000) in Ctv (%) |
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