Mirc set to leverage ‘Onida’ globally - Views on News from Equitymaster

Helping You Build Wealth With Honest Research
Since 1996. Try Now

  • MyStocks


Login Failure
(Please do not use this option on a public machine)
  Sign Up | Forgot Password?  

Mirc set to leverage ‘Onida’ globally

Nov 4, 1999

According to reports in a leading financial daily, Mirc Electronics, has earmarked a Rs 6 bn investment plan to make its flagship brand ‘Onida’ a household name globally. Mirc is one of the major players in India’s television market. Its brand ‘Onida’ commands 11% of the total colour television market (which is growing at a scorching pace of 40-50% annually). The company is known for its marketing and brand building strengths and has an ongoing technical tie-up with Japanese electronics major JVC.

As a precursor to the brand building exercise, Mirc has hired Andersen Consulting to find ways of cutting costs and optimising resources. It plans to increase ad spend to give its brand more visibility.

Traditionally, Onida has always been projected as a premium brand. The company wants to extend this perception while marketing the brand. As such, the move to gradually build ‘Onida’ as a global brand makes sense. For one, it will justify its premium positioning. Secondly, it will give it access to a wider market, spreading its risk profile.

Though gaining foothold on the global scene will not be easy, the strategy Mirc is planning to adopt may work, as it is planning a gradual brand building exercise spread over five years. It isn’t planning a spate of television commercials to quickly promote the brand. Secondly, the company is looking at Internet as a selling point. The strategy has been a major success in the US leading to a direct customer-manufacturer interface and hence, a greater degree of customisation.

All in all a positive move. How it unfolds, only time will tell.

Equitymaster requests your view! Post a comment on "Mirc set to leverage ‘Onida’ globally". Click here!


More Views on News

MIRC ELEC. Announces Quarterly Results (4QFY19); Net Profit Down 159.4% (Quarterly Result Update)

Jun 7, 2019 | Updated on Jun 7, 2019

For the quarter ended March 2019, MIRC ELEC. has posted a net profit of Rs 24 m (down 159.4% YoY). Sales on the other hand came in at Rs 2 bn (down 17.3% YoY). Read on for a complete analysis of MIRC ELEC.'s quarterly results.

More Views on News

Most Popular

India: Recovery Stalled by Vaccine Games? (The Honest Truth)

Apr 13, 2021

Ajit Dayal on how India's vaccine strategy will impact the markets.

4 Stocks to Make Your Portfolio Immune to the Second Covid Wave (Profit Hunter)

Apr 6, 2021

Rather than predicting the market, successful investing is more about preparing well and placing your bets accordingly.

An India Revival Stock I'm Bullish On... (Profit Hunter)

Apr 9, 2021

This could take India to the position of 3rd largest economy.

Why Did the Market Crash on Monday? (Fast Profits Daily)

Apr 13, 2021

In this video, I'll you what I think is the real reason behind yesterday's market crash.

Why the Market Fell Yesterday (Fast Profits Daily)

Apr 6, 2021

In this video, I'll tell you the two reasons why the market fell on Monday and how you can prepare yourself for such events in the future.


India's #1 Trader
Reveals His Secrets

Secret To Increasing Your Trading Profits Today
Get this Special Report,
The Secret to Increasing Your Trading Profits Today, Now!
We will never sell or rent your email id.
Please read our Terms


Apr 16, 2021 (Close)


  • Track your investment in MIRC ELEC with Equitymaster's Portfolio Tracker. Set live price alerts, get research alerts and more. Get access now...
  • Add To MyStocks