Home >> Marketing >> Article

Usha unveils new branding strategy, bullish on strengthening market share

31-January-2007
Font Size   16
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.

Tags e4m

The MD of Sai Estate Consultants, Chembur, on their marketing strategy, adopting a carpet bombing approach, response to the Wajood app and why he now allocates maximum of his marketing spends on digital

Prachi Mohapatra on fbb’s latest campaign, one-year after going omni-channel, and its growing reliance on content marketing

The marketing head of Greenpanel on marketing approach and how the company is working towards educating consumer about MDF

BookMyShow, Uber, Chumbak, Viacom18 and Radio City are some of the clients of the company

right
left
KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES TEAM BBDO ORGANIZES AJAI JHALA’S FAREWELL WITH FRIENDS & ASSOCIATES 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

Experts from the advertising industry revealed their mantra for publishers at a recent event held in Delhi

Competition Vs Collaboration. Experts discuss which will help both digital and traditional media produce best results

He is said to be considering various offers and will take a decision soon