Usha fans

Consumer durable marketing major Usha International Ltd managing director Sunil Wadhwa is convinced that structural changes in product line as well as marketing programme are imperative if the company is to survive the rigours of globalisation. The company is splurging Rs 2.5 crore in promos and another Rs 2.5 crore for customer giveaways.

For all India, schemes like buy a table fan and pay Rs 30 extra and get a wrist watch worth Rs 250 or buy a ceiling fan, pay Rs 30 extra and get a wall clock worth Rs 150 are to be unveiled on February 26. The Usha Mahakool 2000 offer will carry many more surprises including the opportunity to win a Wagon R car and 1000 other prizes on offer for a fortnight.

In Tamil Nadu special efforts are being made to woo the customers with schemes and new products. The state accounts for 28 per cent of the 21 per cent market share the company has for fans (size of the market being Rs 750 crore for organised sector and a similar amount estimated for the unorganised sector). Tamil Nadu customers have a penchant for colours and so metallic lacquer finish fans in different colours are being put on the market later this month. Similarly full chrome-plated Sterling series of wall and pedestal fans will go into the market by end of this month as customers here like stainless steel finish and its sheen. Ultratech highspeed fans that can work at low voltages are also being launched. Further to meet joint family needs in the state the Windsor and Senator series of conical fans are also being introduced.

The strategy, according to Wadhwa, is to expose the younger generation first to the company's products ensuring value for money and then endeavour to retain them as loyal customers for life. To make the company competitive, the drive is to put systems under control and make them world class. "Ours is possibly the only company to have an ISO-9001 certification for marketing from Det Norske Veritas," he proudly says. It is usually given for manufacturing, not marketing. The certification encompasses designing strategies and marketing of Usha's main product lines like electric fans and home appliances.