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Usha International
Submitted in partial fulfillment of the requirements
For the award of the degree of
Bachelor of Business Administration (Computer Aided
Management)
To
Guru Gobind Singh Indraprastha University, Delhi
To study and evaluate the sales strategies adopted by USHA INTERNATIONAL LTD.
for promoting and enhancing the sales of its electrical products, namely domestic fans
in areas of DELHI
CONTENTS
OBJECTIVE
ABOUT THE COMPANY
USHAS POLICIES
SALES STRATEGIES
USHAS STRATEGIES
MARKET ANALYSIS
SWOT ANALYSIS
SALES PROCESS
SALES NEGOTIATIONS
EXPANSION CRITERIA
PRODUCT RANGE
DISTRIBUTION OF FAN CATEGORY
DEALERS NETWORK
FLOW OF GOODS
MARKET POSITION
COMPETITIVE SCENARIO
SALES PROMOTION
SALES FORECASTING
BIBLIOGRAPHY
OBJECTIVE
To gauge the current market position of USHA and to analyze and study the strategies
adopted by the companies in its day to day operation, retaining its market position,
increasing the sales of its fans, to study the relationship of USHA with its customers and
the methods adopted by the company to counter the fierce competition.
.
The Mission:
With a mission to pursue excellence in all spheres of business activity, Usha
International Limited believes in providing reasonable returns to its shareholders
while adding value to all its principal business operations.
As one of India's leading sales, marketing, distribution and manufacturing
organisations, UIL strives to meet customer requirements. It also provides customer
satisfaction, thereby building trust in the Company and its products.
overseas, packaging plays an important part and they ensure that it is in compliance
with international standards. Keeping in mind various aspects like packaging
material used, design dimension, transit time they take utmost care while using
various packaging materials. All their products are packed in bubble sheets and then
kept inside corrugated boxes to keep them away from moisture and water.
The Team:
UIL has a team of business oriented professionals and diligent workers are the
backbone of the company. They have a full fledged team of production & quality
control personnel who continuously strive for better ways, to meet their client's
needs at competitive rates. Their skilled production personnel & quality supervisors
work in an integrated manner to develop high performance products. They possess a
team of experts that is engrossed in comprehending the wants of their clients. Their
manpower always strive to exceed their customers' expectations and that in turn help
the company to remain as a front-runner in this competition.
COMPANY INFORMATION
Started in 1957
Marketing its products for over 50 years
under the brand name USHA
o Over 50 million customers
Large distribution network in core categories
First Indian Company to be awarded ISO 9001:2000 for Marketing practices
o
o
JOINT VENTURES
ASSOCIATES
Honda Siel Potheyr Products Ltd.
G.D.Midea Environment Appliances Manufacturing Company Ltd., China
NGK India
A DIVERSE PRODUCT PORTFOLIO
UIL is a multi product consumer durable marketing and distribution company with a
diverse product portfolio that includes the following six product lines:
Electric Fans
Sewing Machines
Home Appliances
Engines, Electrical motors & Pump sets?
Drinking water coolers & dispensers
Auto components
HISTORY
1934: India's first indigenous sewing machine marketed.
1946: The first Indian Sewing Machine is exported.
1948: Fans were added to the product range.
1950: The first Indian Fan exported.
1966: Dr. Charat Ram appointed as Chairman of the board of UIL.
1968: Diesel Engines were added to the Usha product range.
1975: Usha became a Public Ltd. Company.
1979: Fuel Injection Equipment was introduced to the Usha Auto Components range.
1982: Usha Sales was renamed to Usha International.
1984: Launched a range of Home Appliances.
1994: Fourth generation fully automatic Sewing Machines in collaboration with
Janome Sewing Machine Company of Japan was added to the product range.
1994: Monoblock pumps followed by a complete range of water lifting equipment were
launched.
1996: Introduced a new range of diesel engines for power generation.
2000: Commences marketing of Light Weight Kerosene pumpsets pored by
Honda engines.
2001: Tie-up with Hunter Fan Company of USA for marketing of premium Usha Hunter
ceiling fans.
2005: Purchase of Water Cooler factory from DAIPL.
2007: Appointed as super distributor for 2 and 3 wheeler spark plugs in India by NGK
Spark Plug Company Limited, Japan.
2008 - Usha International Limited and Shriram Fuel Injection Industries Limited
merge into Jay Engineering Works limited, and the merged entity is re-named
Usha International Limited.
2009 - A range of Cooktops, Built-in-Hobs and Cooker Hoods are launched.
2010 - Janome Sewing Machine Company of Japan signs a 20 year co-operation
agreement with UIL.
2011 - UIL and Rinnai Corporation, Japan tie-up for an exclusive sales and
distribution agreement to sell high end cooktops in India.
2011 - UIL buys the Usha Shriram and Lexus brands and consolidates its
position in the home appliances segment.
DISTRIBUTION
Sales force
Separate sales force for 6 product lines and 3 different channels (traditional,
modern retail and government sales)
16 Locational offices across India, with a Location Head to ensure capture of
synergies across product lines
Strong experienced middle management in charge of sales
Reach across India
Dealerships in all urban with population greater than 20,000
Penetration in important modern retail outlets (Future Group, Metro, Reliance)
Presence in rural India, contributing to ~20% of total sales
Supply chain network
CODE OF CONDUCT
Code of ethics and conduct for board members & senior management of the company
(Pursuant to requirement of Listing Agreement with Stock Exchange)
I. Definition
Board Member means a Director of the Company.
Senior Management means Sr. General Managers and above category of personnel.
Code of Ethics & Conduct means the Code.
Company means Usha International Limited.
II. Objective
The Code has been formulated to create an environment where all the Board Members &
Senior Management of the Company maintain high ethical standards. This is basically to
avoid situation, which does, or may, involve a conflict between their personal interests
and the interests of the Company.
III. Applicability
The Code is applicable to Board Members and Senior Management of the Company.
IV. Compliance with Laws, Rules and Regulations
The Board Members and Senior Management of the Company shall abide by all the
applicable laws of the land and will not involve themselves in acts involving moral
turpitude.
V. Relationship, Discrimination and Harassment
Every Board Member and Senior Management of the Company shall deal with each other
as also with other employees in a fair manner and shall also ensure that the workplace is
free from discrimination and harassment based on race, colour, religion, age, gender,
origin, disability, status, or any other bias or prejudice.
VI. Political Contributions/ Association
Companys funds, property/ assets or services/ facilities shall not be used, directly or
indirectly, to support any political party/ individual.No Board Member/ Senior
Management shall either be associated with or be a member of any political party and
shall bring or attempt to bring any political, Government or outside pressure on the
All financial transactions with/ by the Company shall be conducted in a fair and
transparent manner. No one should manipulate, falsify or alter the transactions in the
Books of Accounts.
The Assets of the Company should be used only for the legitimate business purposes of
the Company except to the extent specified and permitted as per the terms of
appointment.
X. Honorary Services
The Senior Management of the Company would be allotted to undertake assignments on
honorary basis for reasonable periods. The assignment may include the following:
(a) Guest Lectures/ Guest faculty at the renowned Business schools/ Institutes/
Associations.
(b) Attending Seminars as guest speaker / faculty.
Managing Director will give case to case sanction through O&P Department.
TIE UPS
JOINT VENTURES
Hunter Fan Company, USA (Fans)
Janome Sewing Machine Company, Japan (Sewing Machines)
ASSOCIATES
Honda Siel Potheyr Products Ltd. (Kerosene Pumsets)
G.D.Midea Environment Appliances Manufacturing Company Ltd., China
(Heating Appliances)
NGK India (Spark Plugs)
CIXI Three Circle Diesel Engine Company Ltd. (Diesel Engines)
LIST OF SELECTED CLIENTS
Builders
DLF Ltd
Unitech
IVRCL
L&T
Nagarjuna Construction
Shobha Builders
Omax
Prestige
Govt Depts
PWD
CPWD
State Electricity Boards
MES
Delhi developmet Authority
Canteen Stores Department
Corporates
Banks
Others
RECOGNIZING TALENT
Usha International Limited has instituted an award at NIFT, the premier fashion institute
in the country. This award for 'Best Garment Construction' is given to a student from
amongst all the chapters of NIFT. In addition, smaller awards have also been instituted at
the six individual chapters in Mumbai, Bangalore, Chennai, Gandhi nagar, Hyderabad
and Calcutta.
These awards have been instituted for all times to come. The winning student is presented
with a cash award, a specially designed trophy and citation certificate, besides an Usha
Automatic Zig-Zag Sewing machine.
To further boost this relationship, Usha International has become the first corporate to
sponsor the NIFT Foundation Program, which is a unique induction meet for the new
entrants to the institute?
Job Evaluation
The following initiatives have been taken by the Organization and Personnel Department
to evaluate performance of employees:
360 Degree Feedback system
Traditionally superiors have always rated their subordinates for their performance. But
times have changed now. The boss now needs to be perceived as 'superior' in his area of
operations to be able to perform effectively. For this he needs 'feedback' from his peers as
well as his subordinates to enable him to overcome shortcomings as observed by others
around him.
Sessions are being held wherein the superior is made aware of the ratings given by his
subordinates and areas of improvement, in order to ensure a process of continuous
growth.
So the question that now arises is, what is a sales strategy and why is it important? To put
it simply a sales strategy is the planning of sales activities; it involves the methods used
to reach your clients and prospects, to take into account the competitive differences that
are out there and to fully utilize the resources available to achieve your business' sales
targets.
The importance of a sales strategy is crucial to a business' success, the reason being that a
sales strategy will help in the management of long term sales growth and will contribute
to the overall success of your business. It will help you to identify and clarify your sales
efforts and the actions you need to take in order to achieve your targets.
A very vital part of a company's business plan, a sales strategy is fundamental important.
This is because your sales strategy will you not only understand your customers much
better, but will also help you to relate to them, and will aid you in communicating.
Developing
Developing a sales strategy is key as it will help you achieve your sales targets.
But before you develop a sales strategy, you must first answer the following questions:
It is important that every business owner know what their business is all about. This is
vital as only when you know your business, are you capable of selling your products or
services to others. A good business man is an expert, he knows is business inside out and
it is this confidence that helps him sell his products and services more effectively.
Knowing what your business is is significant when developing a sales strategy. It is also
important that you know how your clients benefit from the products or services that you
are offering. This is because you will be able to sell your products or services much
better.
When developing a sales strategy, it is necessary that you know who your ideal client is.
This will ultimately help you to target your ideal customer more successfully and will
boost your sales. Lastly you need to know how different you are from your competition.
By knowing what your products or services strong points are, you can advertise.
A sales strategy is thus significant if you wish for your business to succeed in today's
tough cut-throat business world.
You think it's a great product, but how do you persuade people to buy it?
First and foremost, your own commitment and enthusiasm to what you are selling is
invaluable in presenting it to the marketplace. The next step is to develop a sales strategy,
deciding how and who to sell to. The more work you put into planning, the easier it will
be to close a deal and develop a loyal customer base.
Identify your product's features and benefits
What makes it unique and how can it enhance the life or work of your customer?
Differentiate between a feature and a benefit and look at the product from your
customer's perspective.
Look at your competition
What are others in your market doing? Evaluate your competitors' strengths and
weaknesses. Analyze what methods they use to sell.
Define your target market
Who are you selling to? The more research you put into profiling your potential
customers the more effective your sales strategy will be. Put yourself in their position by
asking: "What benefit is there for me?"
Sales method
Once you've identified your target market and assessed the benefits your products can
potentially bring your customers, the next step is to plan what method to use in selling
your products. These include:
Personal contact (direct selling, retail)
Telesales
Direct mail (special offers, catalogues)
Internet
The nature of what you are selling, and the geographical catchment area, will help you to
determine the best sales methods for your business. Personal contact and to a lesser
extent telesales, are the best way of gathering direct feedback from your customers and
addressing any concerns that they may have. However, this will obviously not always be
possible when selling to international customers.
Trying to sell your goods and services by direct mail or the internet is a scatter-gun
approach, and much more initial research should be done to determine the target market
before implementing these sales methods. Also, make sure you have the logistical
systems in place to deliver on time to your catchment area.
Presenting
Your sales strategy should also include your company's approach to making a sales
presentation. For example, you could create a PowerPoint presentation template that
includes key data on your company's approach and capabilities that can still be tailored to
each customer's unique needs. This will help you to develop a strong, professional and
consistent image throughout your presentations.
Negotiating
Be prepared to negotiate, but know your bottom line and don't go below - there's no point
selling something if you lose money, even if you think it's worth it in the short term to
snare a customer for the long term.
Closing the deal
This is the toughest part. You've persuaded your customer that they need/want what you
have to offer. Now you have to get a firm commitment to the sale. Keep focused on your
customer and capitalize on the rapport developed during the negotiations.
Follow up
The sale is just the beginning. Following up the deal will strengthen the relationship with
your new customer, and could provide opportunities for additional sales.
The development of any type of plan begins with research.The insight gained for a
competitive advantage comes from the marketplace not from your mind. The approach to
use is what I call "Triple-tiered Sales Strategy". Look at your client and the outside
influences on their business. Approach all three tiers to understand your customer.
Tier 1: Associations: What associations does your target customer belong to? Contact the
membership director and establish a relationship not for selling but to understand their
member's needs.
Tier 2: Suppliers: Identify non-competitive suppliers who sell to your customer. Learn
their challenges and look for partnering solutions.
Tier 3: Customer: Work directly with your customer and ask them what their needs are
and if your business may offer a possible solution.
An excellent example of developing a "triple-tiered sales strategy" is a story of a small
accounting firm. This firm decided to target independent truck drivers for accounting
services.
The competition for this firm was a big accounting company. This small business
approached the truck drivers association and learned that one concern of their
membership was receiving financing for a new vehicle.
A discussion with the suppliers of trucks, revealed financing was only approved after the
truckers supplied financial statements. The financials were often prepared by a large
accounting firm who set appointments on their time and in their office.
The pieces of the puzzle were now coming together. The customer was the last piece of
critical information. Truckers were frustrated by the inconvenience of visiting an
accounting firm because of the time they spend on the road. The best solution was to
bring the accounting service to the customer on their terms and time.
The small accounting office had defined a clear sales strategy: offer in-home financial
statement preparation for truck drivers seeking financing through truck manufacturers.
All sales leads would be referred from the supplier. This strategy was a win-win for the
association, the supplier, the customer and the accounting firm.
The moral of the story is to gain a competitive advantage by looking at both sides of the
equation, tactics and strategy. Use the triple-tiered approach to win business and outsell
the big companies in your market.
USHAs STRATEGY
1. TARGETING
To the marketer, targeting is equivalent to segmentation. A segmentation
targeting or strategy may be used on any or all of the following:
Value (high or low consumption, value of goods purchased)
Customer Preference (telephone/email ordering service, type of
products/services purchased)
Life stage (status of relationships between supplier and customer:
active/lapsed/dormant/customer/months since last purchase)
At this point it is important to emphasis that:
Segments must be potentially profitable.
Segments are not mutually exclusive.
Segments are not stable.
2. PRICING
In line with the classical marketers approach, the following pricing strategies
are adopted:
Short-term tactical reductions.
Establish price premiums.
Elevate perceived quality
Thus, the classical principle of elevating the perceived quality of a brand so that it can
command a higher selling margin may be adopted. Additionally, a discount has more
value if the worth of what is being discounted is understood.
Discounting is of course prevalent in all marketing. Ushas discounting pricing technique
is a very effective way to combat competition.
3. CUSTOMER RETENTION
Because advanced technology enables suppliers to track the progress of an
enquirer or customer, Ushas focus is increasingly shifting from mere product
profitability to the profitability of customer relationships. However, customer
profitability will be determined by:
The cost of acquisition
The losses of customers or would-be customers at various key stages
in the relationships
Key stages in the customer relationship could be revised as:
Enquiry
Conversion to customer
Repeat purchase
Up-trade
Threatened dormancy
Recovery
PUSH STRATEGY
It is where the focus of marketing effort is aimed at pushing the product through the
channel of distribution. The emphasis is to ensure that wholesalers and retailers stock the
product in question. The idea is that if channel members can be induced to stock a
product they in turn will be active in ensuring that your product is brought to the attention
of the final customer. In general a push strategy entails a much greater emphasis on
personal selling and trade promotion in the promotional mix.
Usha International Limited actively pursues the Push Strategy concept. It takes great
pride in its very loyal, old and effective dealer structure.
PULL STRATEGY
A pull strategy relies much more heavily on advertising to promote the product to the
final consumer. The essence of this approach is based on the notation that if sufficient
consumer demand can be generated for a product this will result in final consumers
asking retailers for the product. Retailers will then ask wholesalers for the product who
will contact the producer. In this way the product is pulled through channel by creatin
consumer demand via Assertive Advertising.
Ushas role in pole strategy is united. The company does not believe in incurring
expenditure on unnecessary advertisement campaigns because it counts on its very old
brand name thatpeople have grown up with past 55 years.
MARKET ANALYSIS
The process of marketing audit employed by usha international ltd includes analysis of:
1. Current and recent size and growth of market. In a multi product company like
usha analysis is done in total, it is devided in various segments like product wise,
market wise and geographical area wise.
2. Usha international also make analysis of consumer needs, attitude and trend in
purchasing power.
3. It makes a detailed analysis on current market mix like, 4Ps.
4. Study of competitor analysis, includes:
Current strategy
Current performance, including market share
Their strengths and weaknesses
Expectations as to their future actions
Usha not only make analysis of existing competitors, but also keep a good look on
potential new entrants.
External Audit
The external audit in usha consist of an analysis of broad macro-environment trends like
political , economic, socio-culture and technological aspects that can influence the future
of the company. It also includes a complete audit of legal and ecological aspects.
SWOT ANALYSIS
Usha management makes a realistic and objective appraisal of internal company strength
and weakness in context of potential external opportunities and threats, called SWOT
Analysis. The opportunities and threats to the future of a business stem primarily from
factors outside the direct control of the company. In usha people feels that it is always
important for a company to recognize that the determination of what constitutes an
opportunity or threat, and indeed the appraisal of strength and weakness is carried out
concurrently.
In usha SWOT Analysis is not a lengthy set of statements; it is simply a number bullets
points under each heading. SWOT Analysis of usha is as follows:
Strengths
Usha is a well established brand name
Usha is in business since 1952
Flexible price range, i.e. 800-50000
Consistent good press reviews
Impeccable loyal business partners
Variety in product range
Good foreign collaboration
Weakness
Usha is weak in institutional and
government sales as compared to other
competitors like Crompton
exports are less
less promotional activities like TV add
lesser work force
lesser number of service stations
Opportunities
boom in construction industry
incessant increase in customers buying
power
exports to countries like Iraq, Africa etc
Threats
steep increase in prices of raw material
threats from new potential entrants like
Havells
rising customer expectation and being concentric with fulfilling more than basic
needs
more professonaly minded organizational buyers
customer avoidance of buyer-seller negotiation
expanding power of major buyers
globalization of market
fragmentation of market
Technological forces
sales force automation
laptop computer and more sophisticated software
electronic data interchange
desktop video conferencing
extranet
virtual sales offices
Managerial forces
direct marketing
direct mail
telemarketing
blending of sales and marketing
intranet
SALE PROCESS
A sales process is a systematic approach for performing product or service sales. The
reasons for having a sales process include seller and buyer risk management,
standardized customer interaction in sales, and scalable revenue generation.
Specific steps or stages in a sales process vary from company to company but generally
include the following steps:
1. Sales lead
2.
3.
4.
5.
6.
Qualified prospect
Need identification
Proposal
Closing
Deal Transaction
From a seller's point of view, a sales process mediates risk by stage-gating deals based
on collection of information or execution of procedures that gate movement to the next
step. This controls seller resource expenditure on non-performing deals. Ideally this also
prevents buyers from purchasing products they don't need though such a benefit requires
ethical intentions by the seller. Because of the uncertainty of this assurance, buyers often
have a buying or purchasing process.
A formalized sales process is generally more common for companies that either have
large revenue risks that require systematic assurance of revenue generation and/or those
that choose to use a more consultative sales approach
Strictly speaking, even an effective ad hoc or retail sales process can be described by
steps of an ideal sales process though some of the steps may be executed quickly. Often a
bad sales experience can be analyzed and shown to have skipped key steps. This is where
a good sales process mediates risk for both buyer and seller. A solid sales process also has
the dramatic impact of forecasting accuracy and predictability in revenue results.
Usha has developed its own process which serves as a customizable platform to meet the
company sales.it basically is an integration of manufacturing and producing the goods
(fans) type demanded by the consumers and procuring,assembling and making available
the goods that company can endorse from places else where than its own factory
production premises. this type of decision is made to avail the economies of scale and
benefits regarding reduced production costs.
Manufacturing
fans
Middlemens
role in
suppling
USHA
INTERNATIO
NAL
LIMITED
Importing /
Procuring
Warehousing
(godowns)
SALES NEGOTIATIONS
In the sales negotiations, seller & buyer each expect to conclude a deal which is favorable
to them. The extent to which each is successful will depend upon their negotiating skills
& the balance of power between the parties. This balance will be determined by four key
factors:
1) The number of options available to each party. If a buyer has only one option- to
buy from the seller in question- then that seller is in a powerful position. If the
seller, in turn, is not dependant on the buyer but has many attractive potential
customers for the products, then again s/he is in a strong position. Conversely,
when a buyer has many potential sources of supply & a seller has few potential
customers, the buyer should be able to extract a good deal. Many buyers will
deliberately contact a number of potential suppliers to strengthen their bargaining
positions.
However, Usha has competitive edge over other brands which make it a market
leader.
2) The quantity & quality of information held by each party. (Knowledge is
power, Machiavelli). If a buyer has excess to sellers cost structure then s/he is in
powerful position to negotiate a cheaper price, or atleast avoid paying to high a
price. If a seller knows how much a buyer is willing to pay, then their power
position is improved.
Usha time to time employ consulting company services example FRANCIS
CANOYE to avail valuable information about consumers demand, choices &
preferences.
3) Need recognition & satisfaction. The greater the salespersons understandings of
the needs of the buyer & the more capable s/he is of satisfying those needs, the
stronger will be the bargaining position. In some industrial marketing situation,
supplier work with buying organizations to solve technical problems in the
knowledge that to do so will place them in a very strong negotiating position. The
more the buyer believes that his or her needs can be satisfied by only one
company, the weaker is the buyers negotiating stance. In effect, the seller has
reduced the buyers number of options by uniquely satisfying these needs.
Usha satisfies its consumers for it produces quality products without compromise.
4) The pressures on the parties. Where a technical problem is of great importance to
a buying organization, its visibility high and solution difficult, any supplier who
can solve it will gain immense bargaining power. If, on the other hand, there are
pressures on the salespersons, perhaps because of low sales returns, then a buyer
should be able to extract extremely favorable terms during negotiations in return
for purchasing from him or her.
The above negotiations techniques serve as tools for Usha to recognize its internal
strengths & effectivenss & striking deals in its favour.
EXPANSION CRITERION
The yardsticks considered by the company for its expansion decision are based on the
detailed market research catering to the demographic and geographic segmentation and
expansion of its product range.
Expansion
Expansio
n related
Price
to product
slabs
line
/orrangera
nge
Geographical expansion leads to reaching out to more masses and making the services
available to rural and backward areas.
Geograph
ical
expansion
Range expansion includes launching of novel designs to constantly offer fresh varieties
and choices to the consumers.
Price slabs is a very flexible away of inducing customers of varied purchasing powers to
satisfy their singular product demand. Usha is the only brand which has price range
starting from Rs.800 and going well upto Rs. 50000
PRODUCT RANGE
CEILING FANS
CONTEMPORARY
Extra wide blade tips to provide higher peripheral velocity, leading to higher air
delivery and air thrust
Available in Brilliant White, Pearl White, Matt Brown, Caramel, Lunar Mist,
Black Velvet and Wild Red sweep
An elegant fan with two tone flanges and gold ring on the motor and canopies
Available in Brown, White and Ivory sweeps
1200 MM
A decorative fan with a gold ring on the motor and two tone colour flanges on the
blades
Available in brown, white and ivory sweeps
Available in 600, 900, 1050, & 1400 MM sweeps
MRP Group 1
Rs. 1400*
MRP Group 2
Rs. 1450*
High speed
An economically priced decorative fan.
Available in Brown, white, Ivory, Caramel Gold and Copper Brown sweeps.
Available in 600, 900, 1050, 1200 & 1400MM sweep
All aluminium body with ring on the motor and attractive shell-shaped
flanges
Superior ball bearings for noiseless operation and longer life
Ensures consistent quality and greater reliability
Superior grade electric steel lamination for longer life and low power
consumption
Unique safety locking arrangement for full protection of the customer
Specially designed motor with wider tip blades provide maximum air
delivery
Two tone flanges on the blades and a decorative ring on the motor and canopies
Available in all metallic finishes of Pearl Ivory and twin tone Biege
Brown
Superior grade electric steel lamination for longer life and low potheyr
consumption
Superior ball bearings for noiseless operation and longer life
Unique safety locking arrangements for protection to the customers
Specially designed motor with wider tip blades provide maximum air
delivery
Unique jetheyl like flanges on the blades and decorative ring on motor and
canopy
Available in twin tone metallics of biege brown and silver blue
Superior grade electric steel lamination for longer life and low potheyr
consumption
Superior ball bearings for noiseless operation and longer life
Unique safety locking arrangements for protection to the customer
Specially designed motor with wider tip blades provide maximum air
delivery
Attractive large size motor with a decorative ring and two tone flanges on the
blades
Available in all metallic finshes of Pearl Ivory and Executive Brown
Superior grade electric steel lamination for longer life and low potheyr
consumption
Superior ball bearings for noiseless operation and longer life
Unique safety locking arrangements for protection to the customer
Extra wide blade tips to provide higher peripheral velocity, leading to higher air
delivery and air thrust
Available in Brilliant White, Pearl White, Matt Brown, Caramel, Lunar Mist,
Black Velvet sweeps
Available in 1200 MM and 1400 MM
MRP
Br/P.wh/BW
Group 1
Rs. 1530*
MRP
Br/P.wh/BW
Group 2
Rs. 1650*
Extra wide blade tips to provide higher peripheral velocity, leading to higher air
delivery and air thrust
Available in White, Brown and Ivory sweeps
1200 MM
High speed
Available in Brilliant White, Dazzling Brown and Ivory sweeps
Available in 600 (with 4 blades), 900, 1050, 1200 & 1400MM sweeps
MRP Group 1
Rs. 1320*
MRP Group 2
Rs. 1435*
MRP Group 1
Rs. 1160*
MRP Group 2
Rs. 1260*
High speed
Available in White, Brown and Ivory sweeps
1200 MM
Economy
Economically priced
Auto wound motor for long lasting performance
Available in brown, white and ivory sweeps
Available in 600, 900, 1050, 1200 and 1400 mm sweeps
Economically priced
Auto wound motor for long lasting performance
Available in brown, white and ivory sweeps
Available in 600, 900, 1050, 1200 and 1400 mm sweeps
Economically priced
Double ball bearing for noiseless operation
Available in 1200 mm sweep and three colour options - Brown, White and Ivory
PEDESTAL FANS
Usha pedestal fans come in a range to suit varied requirement. The Ionizer model
provides a healthy and dust-free environment. Looking for convenience? Select an Usha
pedestal fan that features a remote with timer facility. There are fans fitted with castors
for easy mobility. Models to choose from in metal and plastic body finishes. In sweep
sizes ranging from 400 to 500 mm. All available in an attractive spectrum of colour
option.
There are of course, the standard features youve come to expect form Usha pedestal
fans. Such as the comfort of quiet operation. High performance motors deliver higher air
throw and are built to withstand voltage fluctuations. Some models come with a unique
oil reservoir lubrication that builds reliability and durability and a motor overheat
protection device that secures these fans.
MRP
MRP
Antique finish
Powerful motor for higher air delivery
Aerodynamically designed aluminum blades
Rs. 1900
MRP
MRP
MRP
MRP
MRP
MRP
WALL FANS
Usha wall fans are available in a variety of option. You can choose between a plastic or a
metal body; in sweep sizes ranging from 300 to 450 mm; and a range of colours to match
your rooms dcor. You also have the option of a remote control with a timer facility in
select models.
What stays consistent is good performance. At the heart of each Usha wall fan is a
powerful motor that delivers comfort through a higher air throw. Built to perform over a
wide voltage range, these motors features overheat protection as well. The unique oil
lubrication system in some models, translates into product reliability and durability. And
you are sure to appreciate the quiet operation and smooth oscillation that can be expected
of all Usha wall fans.
MRP
MRP
MRP
MRP
MRP
MRP
MRP
EXHAUST FANS
Whatever be your application, the Usha range of exhaust fans is sure to offer the right
solution. There are models available for both heavy duty, as well as light duty operation.
Plus, there are ventilating fans, which are light weight and available in sleek and stylish
designs.
Usha heavy duty exhaust fans are built to last. They feature extra powerful motors and
come fitted with a rust-proof body and blades. There is a wide range of sweeps and
speeds on offer to suit your needs from 300 to 600 mm sizes and from 700 to 1400
RPM speed operations.
Light duty models are available in sweeps ranging from 230 to 400 mm size. Also
available are models with double ball bearings and safety guard fitments. In case you are
looking for a ventilating fan, Usha offer you a choice of sweep sizes ranging from 150 to
250 mm. Select an Usha exhaust fan and opt for fresh air.
MRP
Noiseless
Light-weight
Rust proof body and blades
150MM, 200MM and 250MM
150 mm
Rs. 999
OTHER FANS
MRP
MRP
MRP
MRP
Rs. 1250
NEW LAUNCHES
Contemporary design
Whisper quite reversible motor
Antique dark real wicker blades
Beautifully designed under light fittings
1200 MM
DEALERS NETWORK
Usha International Limited has a very strong Dealer network..The company is 55 years
old and has an equally old,strong and loyal dealer chain.
Dealers Performance and Incentives
The company organizes periodic training programmes for the sales staff to foster
sales and provide all technical informations needed from time to time.
These training programmes include Technical knowledge about the products
Service related seminars
Consumer relationship techniques
Market updates.
Trips to places in India and abroad are organized for those dealers who meet the
target sales laid by the company to enforce motivation, loyalty ,a sense of
belongingness and dedicationamong them.This incentive prevents switching over
to other competitive brands.
Annually, awards and trophies under the name of Star Dealers Awards are
presented to the best performing dealers.
Bulk discounts and bulk purchase benefits are also provided by the company to
its dealer chains.
The company provides goods on FOR basis which reduce lot of dealer
problems. .
DEALER PROBLEMS
The various problems faced by dealers to meet the sales targets are as follows:
Issues related to replacement
The major problem faced by dealers as reported boiled down to issues of
replacement of defected products which take on an average 20 days. This leads to
unnecessary delay in re-assembling of that particular product.
Issues related to settlement of accounts
Company takes time in issuing credit notes to the dealers who place bulk orders of
the products.
Issues related to stock
Company is not always in the position to meet the stock requirements of the
dealers which leads to the dealer not being able to meet the requirements of the
consumers on the right time of demand of the product.
Problems of service allocation
There are only two service centers in the both the cities i.e. Jalandhar and
Ludhiana and on top of it sometimes these centers run short of spare parts of the
defected fans.
Delivery dilemma
There is only one warehouse in the whole north division which leads to delay in
distribution and product availability to the dealers.
A diagrammatical depiction of the course of flow of goods from the companys site i.e.
the place of production or manufacturing of goods to the consumers place is as follows:
Place of
production/companys
warehouse
Company showroom
Consumer
Distributor
Sub dealer
Direct dealer
Consumer
Consumer
MANUFACTURING FACILITIES
S No.
1
Address
Usha Fan Industries
Roynagar Bansdroni
Kolkata-700070
Phone No 033-4111901,
4110140
Products
Electric Fans
Hyderabad Engineering
Industries
P.O. Balanagar Township
Hyderabad-500037
040-3078691
Electric Fans
5.BAJAJ
4.KHAITAN
3.ORIENT
2.Usha
1.Crompton Greeves
Strong & loyal partner structure: Usha is a 55-year old company & has an
equally old & loyal partner structure who do not like switching over to other
competitive brands because of the innovative & flexible attitude towards both the
products & the people of the company. This factor minimizes the switching over
rate thus ensuring progressive growth.
Range: Usha has a very wide range of products starting from Rs.800, lasting upto
Rs. 50,000. They were the very first fan company to introduce a A Super
Premium collection called Usha Hunter Fans of fans to cater to the affluent &
elite segment of the society.
Brand Equity: Usha has always been and continues to be a household & reliable
brand.
Uniqueness: Usha was a pioneer inidentifying & harnessing the extreme growth
prospectives in the SSI segment which eventually was a great turnaround factor &
a foundational step not only for Usha but to other competitive brands as well.
SALES PROMOTION
Sales Promotion are short-term incentives to encourage the purchase or sale of a product
or service. Sales Promotion include techniques that organizations can use as part of their
marketing effort. Objectives that can be achieved through sales promotional activities
include:
Price Reductions
Vouchers
Gifts
Competitions
Lotteries
Cash Bonuses
Techniques cover:
The importance of sales promotions has increased since the 1960s, as have the
sophistication of methods used. It is sometimes implied that sales promotion is a
peripheral marketing activity, but Usha has realized the importance of a well-planned
co-ordinated programme of sales promotion.
SALES FORECASTING
A critical stage in the development of marketing plans is the assessment of market and
sales potential followed by the preparation of detailed Sales Forecast. Market potential is
the maximum possible sales available for an entire industry during a stated period of
time. Sales potential is the maximum possible portion of that market which a company
could reasonably hope to achieve under the most favourable conditions. Finally, the sales
forecast is the portion of the sales potential that the company estimates it will achieve.
The sales forecast is an important step in the preparation of company plans. Not only are
the marketing & sales functions directly affected in their planning considerations by this
forecast, but other departments, including production, purchasing and human resource
management, will use the sales forecast in their planning activities.
Ushas forecasting technique is the decision making processes based on constant sales
results and feedback. In the year 2004, Usha availed the services of FRANCIS CANOYE
to study and forecast market demand & future prospects. Usha plans to employ the same
company in year 2008 for new forecasts and market updates.