Home >> Marketing >> Article

Usha Intl to up Rs 80 cr mktg budget; focus home appliances

29-December-2011
Font Size   16
Usha Intl to up Rs 80 cr mktg budget; focus home appliances

Usha International Ltd, a Siddharth Shriram Group company, having a range of products in the fans and sewing machines category is now bucking up in the appliances side of business and launching a slew of products in this category.

Usha International has spent approximately Rs 80 crore on marketing and advertising for its products across all categories this year. Vineet Trakroo, Chief Marketing Officer, Usha International, told exchange4media that the company planned to increase its marketing budgets in the coming year and added that a good percentage of the same would be set aside for appliances to give a major thrust to that business. The company has aggressive plans to lead markets in that space and is positive on using advertising to gain major share of voice and revenues. The company also plans to expand its distribution network this year.

While the creative duty for Usha’s sewing machine business is currently being handled by Ogilvy & Mather, the fans business is being handled by McCann Erickson. The media duties for Usha have recently been awarded to Lintas Media Group.

It may be recalled that Usha International had called agencies for a pitch a few months ago and is still on the lookout for creative partners for its appliances business. The company plans to announce the AOR on that business soon.

Although an agency is yet to be finalised for the appliances business, ads for new products are already out in print media. The creative for the same have been prepared in-house as of now. The ads, which have started appearing in leading dailies, will continue till end of January 2012.

Usha International has entered the room heater segment for the first time, launching a range of variants such as heat convector, halogen heater, fan heater, oil heater flat fin, oil filled radiator and quartz heater. The company has also introduced a new induction cooker under the brand name Cook Joy. Re-launching itself in the space of water heaters, which the company had discontinued for couple of years, Usha International has now launched Usha Verve storage water heaters available in 6L, 10L, 15 L, and 25 L range.

All these product launches are towards Usha International’s larger vision to strengthen its presence in the appliances market in India, particularly home appliances.

Trakroo said, “Usha has made its name in the sewing machines and fans business, where we are No. 1 and No. 2 in the market, respectively. Our focus now is on our appliances business where we aim to become No. 1 in next one or two years. Our marketing and advertising thrust will also be more in this area in the near future.”

 

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye