tag:blogger.com,1999:blog-18794706.post688293147425542176..comments2024-03-28T16:32:59.354+05:30Comments on Marketing Practice: ONN Inners : Keep It OnHarish Bhttp://www.blogger.com/profile/08822169343846487049noreply@blogger.comBlogger3125tag:blogger.com,1999:blog-18794706.post-43432863998026107032012-09-08T13:32:14.564+05:302012-09-08T13:32:14.564+05:30These are not the complete facts. I have been anal...These are not the complete facts. I have been analyzing this brand and following it (ONN)since it birth. <br />Firstly when ONN was launched it was never aimed as establishing itself as a separate brand name. It was launched as a part of LUX COZI as LUX COZI ONN, with just one product made of SUPIMA cotton. (which JOCKEY doesn't make)<br />When the company (LUX INDUSTRIES LTD.) saw the growth in the premium inner wear segment and not much players in it. then it decided to enter this segment, and decided to disassociate ONN with LUX COZI and establish it as separate brand.<br />After 1 and half years it got relaunched with 22 products, in its portfolio. SRK was there with the brand ONN when it was launched previously, and generally deals with such big superstars are for 3 years or more. so they must had to continue with him. I have an unedited copy of the making of the ONN HEIN TOH DON HEIN. it was dated an year before DON was launched. So "hyperbole around the movie Don" as mentioned by you is just a mere co incidence.<br />To establish as a premium segment brand it has decided to do Shopper Branding, which was asked to all of us in their ONN COMPETITION. so they are slowly moving from the mass advertising to NICHE advertising. A previous commercial on LUX COZI ONN has been edited and made into ONN, which gives the true premium image of the brand ONN, its available on YOUTUBE. you can check it from there. <br />Slowly they will be moving to such commercials. But as ONN is just few months old, much is needed to be done for its brand image which they will of course come to.<br />I want to add one more point to it, that their differentiation is not just SRK but several others, which you must not have noticed. The elastic of a brief as well as the cotton, is of superior quality than that of JOCKEY. They are priced from 5% to 10% lower than that of JOCKEY in each type. The delivery system is all done through air service. Generally in a hosiery industry which includes JOCKEY, the delivery time takes 25 days to 45 days, as its is done by road to achieve low costs. But this brand has done tie-ups with courier services to deliver each product within 7 to 9 days at the doorstep of each dealer. This helps the retailers to maintain supply and increase the flexibility in their operation. For premiumness the new creatives of ONN is very apt where they are focusing on factors like style, attitude, comfort etc. their EBOs which are coming out in few months will add stars to their premiumness. <br />They have built up considerable social media presence. I hope you will analyze my comments and will review your thoughts, and will update your article. Jockey is more 100 years old brand where as ONN is just few months old. We should think that the brand managers have done a commendable work in such a short span of time to give such a great fight to JOCKEY. previously RUPA tried with MACROMAN, which failed, same is the case with Fruit of the loom, to some extent HANES.<br />SO my thoughts are, ONN has done a good work, but they should change their marketing strategy, which they are slowly changing and hopefully within a few years this Indian brand will overtake the international brand.quasarhttps://www.blogger.com/profile/17474711718656269957noreply@blogger.comtag:blogger.com,1999:blog-18794706.post-54301025426892601662012-08-10T01:27:03.599+05:302012-08-10T01:27:03.599+05:30great post. i like itgreat post. i like itProject Paydayhttp://incomeforeverybody.info/projectpayday/project-paydaynoreply@blogger.comtag:blogger.com,1999:blog-18794706.post-11361507642454605272012-08-08T18:52:45.882+05:302012-08-08T18:52:45.882+05:30Good Information, nice post. Thanks for sharing.
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