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Usha unveils new branding strategy, bullish on strengthening market share

31-January-2007
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Usha unveils new branding strategy, bullish on strengthening market share

Usha International Ltd has announced aggressive plans to strengthen its market share in the fan market in 2007. Besides, the company has also unveiled a unified branding strategy for all its consumer durable products. Beginning this year, ‘It’s a better life’ will be the common branding baseline across all company products be it fans, sewing machines, home appliances, engines and pumpsets, electrical motors, air conditioners, etc.

The new unified branding strategy for all products will highlight how Usha products will make life better for consumers by providing them with more choice, better and innovative products and value.

The fans will also see new packaging and POS. While conceptualising and designing the new packaging and POS, the main inspiration was freshness. The symbolism is that of dewdrops and greenery with cool shades, which are all antidotes to the different types of heat one experiences in different parts of India and the world.

The company has set aside Rs 15 crore for advertising, which would be used in two phases. The company plans to focus on primarily print and then outdoor, besides exhibitions. However, the emphasis won’t be on television.

The company has also launched an all-new range of 25 fans in the Rs 1095 to Rs 40,000 price range. The company has also strengthened its tie-up with US-based Hunter Fan Company seeking to tap the super premium segment in the country with the new Usha Hunter series.

The company has launched four models of Usha Hunter fans in the super premium category. In niche segment, Usha Fans is targeting premium a children’s fan called Buddy, which the company claims has been designed to fuel a child’s imagination with imaginative colours and designs. In the lifestyle segment, with an eye on revolutionary design concept, Usha International has commissioned Michael Foley, one of the best known product designers, for the job. It is also launching new products for semi urban and rural customers.

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