Engaging kids with popular characters was a strategic decision and proved quite beneficial: Rohit Mathur
Rohit Mathur, President, Usha International talks about Usha’s latest offerings in kids’ fans category, their media marketing mix and digital initiatives.
What is Usha's USP in the growing kid's fans market?
We introduced kids’ fans to engage and connect with the young consumers not only with product offering but also through 360 degrees campaigns and activations.
Our latest launch - Barbie and Hot Wheel fans are result of tremendous response we received from our first phase launch wherein we brought extremely popular cartoon characters Chota Bheem and Doraemon. Engaging with these popular characters was a strategic decision and proved quite beneficial as far as consumer engagement and product sales.
Taking it to next level, Usha has introduced Barbie and Hot Wheels fans to further engage and reach out to a wider age group from 3 years to 14 years.
The entire portfolio of Usha kid’s fans has been created basis recent consumer research which reflects, kids relate to these characters in a big way.
What is Usha's market share in fans category?
Usha has around 20 per cent share in the Indian fan market and is the second largest player in the fans category in India. The Indian market is around seven crore fans annually where 70 per cent is contributed by the organized sector.
Tell us about initiatives undertaken by Usha to attract the new age digital consumer towards your products?
After a spectacular response for kids fan range last year Usha International announced a 3- month long contest Usha Fan Club to creatively engage young fans of Chhota Bheem and Doraemon across the country. Hosted on Facebook, Usha Fan club page was interlinked with the on-ground outreach program. Some of the exciting activities which enticed kids in the on-ground activation included spin the wheel, maze games and contests and where kids were allowed to get their photograph clicked with their favourite character. The activity encouraged parents and kids to click pictures with their favorite cartoon characters and upload them on Usha Fan Club page. As part of gratification winners of the fan club were sent to Singapore.
This year we are again doing a high decibel campaign targeting kids both in electronic as well as digital media.
Besides, we have recently launched microsite of Usha Kids Fans which is completely dedicated towards engaging kids segment..
Our next initiative which is going to be an industry game changer is largely targeted to make fan industry digitally engaging and to make fan a far more involved category. We will share details about the interactive initiative as soon as we make an official launch announcement.
What is your marketing mix?
Considering kids as our primary target consumer and parents as secondary target consumer, our marketing mix consists of all the relevant media that substantially reach out to both parents and children. Thus the marketing media mix include television, print and digital media.
We have targeted high frequency advertisement spot on the top 5 kids genre channels.
For digital, we created a special web destination (microsite) especially for the kids range of fans. www.kidsfan.usha.com. The microsite is an interactive platform which offers engaging games for kids. We have also tried to reach our audience through print advertisements in Kids magazines
Recently we did a 360 degree campaign for automotive inspired E-series fan range by Usha.
Our typical marketing budget is usually 10 per cent of the topline spend