usha international ltd study and evaluate the sales strategies adopted by sales management thesis...
TRANSCRIPT
Title of the Summer Training Report Usha International
Submitted in partial fulfillment of the requirementsFor the award of the degree of
Bachelor of Business Administration (Computer Aided
Management)
ToGuru Gobind Singh Indraprastha University, Delhi
Institute of Information Technology & Management,New Delhi – 110058Batch (2009-2012)
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
USHA’S POLICIES
SALES STRATEGIES
USHA’S STRATEGIES
MARKET ANALYSIS
SWOT ANALYSIS
SALES PROCESS
SALES NEGOTIATIONS
EXPANSION CRITERIA
PRODUCT RANGE
DISTRIBUTION OF FAN CATEGORY
DEALER’S 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..
ABOUT THE COMPANY
Usha is a leading name in fans in over 60 countries around the world. One of India’s known consumer durables marketing and distribution companies; Usha was started in 1957 and has over 50 million customers. It is the first Indian Company to be awarded ISO 9001:2000 for Marketing practices.
"Usha International" is an associate firm of the Siddharth Shriram Group, engaged in the manufacturing and exporting of premium quality fans, like: Room Ceiling Fans, Decorative Ceiling Fans, Floor Fans, Wall Fans, Table Fans and many more.UIL is the pioneers in Indian fan industry and one of the few names to offer a range of over different 150 fan models. Featured with numerous fan blade, finishing and accessory options..
Catering to the needs of their wide discerning clients with impeccable quality, they ensure each of their product have defect-free finish and require less maintenance. UIL owns their manufacturing facilities and personally handle almost every product they sell. In order to keep pace with developments in air movement technology, all fan selections are designed by using the latest CAD/CAM technology
to produce high quality, precision engineering.
At the firm all products are tested to ensure that the customer receives the quality that they expect from the company. The years of experience in dealing with wide customers from all across India at retail and wholesale level has helped them grow time after time. At Usha International, each of their activities focus on creating value for their shareholders and employees. Today, their products are widely appreciated and their unflinching attitude towards customer care has helped them to win the confidence and assurance of worldwide customers.
The Parent Company:
Incepted to establish its presence in various industrial sectors, their parent company, “Siddharth Shriram Group”, also deals in a wide range of interests that include: Edible Oils, Chemicals, Air Conditioning & Refrigeration, Automobiles, Potheyr Equipment.
Along with this their parent company also deals in other home appliances. It is also one of India's largest exporters of automotive components and exports to OEM. They also export an extensive range of chemicals for Siel Chemical Complex located at Rajpura in Punjab.
Teaming with technical giants like Janome of Japan, theirGroup.
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.
Their Products' Highlights:
Their valuable experience has enabled the company to deliver the most innovative, reliable and cost
effective fans, like: Room Ceiling Fans, Decorative Ceiling Fans, Floor Fans, Wall Fans, Table Fans. The unique design of their manufactured fans set a new standard for ceiling fan performance and contemporary decorative appeal. At Usha International every fan is assembled with great care from the highest quality parts..
The materials and workmanship are profound in nature as well as the finish that is applied to the metal components is in accordance to international standards. It is also to be noted that each of their manufactured fans have the ability to save electricity and can boost the amount of air circulation that is generated significantly. These ceiling fans are often optimized so that the air flow that is produced from these fans is maximized based on the amount of electricity that the ceiling fan uses.
Their Designing Section:
UIL is proud to state that it is one of the few names to be facilitated with world-class designing
section. Their designers offer products' layout with right specifications that precisely match to performance requirements of their customers. At their designing section, their designers study the assembling of different components very closely in order to avoid any modification at later stage.
The Production Unit:
UIL stands behind every single product that it manufactures at their premise. The large range of products offered by the company is produced in their in-house manufacturing unit that is streamlined with cutting edge technology. Their manufacturing unit is well installed with the most modern machinery to produce the finished goods which are delivered to the customer within the stipulated time frame. They also take care of the maximum advantage of each product’s capabilities and customize them to satisfy their clients' special circumstances. Moreover, they take care that each of the production machines installed at their production unit function effectively so that their production capacity doesn't get hampered.
The Quality Assurance:
UIL is proud to state that it is amongst the first companies in India to be awarded ISO 9001 certificate for its marketing activities. The certificate has been awarded by DNV..
UIL is quality driven firm and is fully committed towards providing their clients with superior quality products. Quality is one issue on which they never compromise. Being one of the most experienced name in this growth oriented industry, they ensure that each of their products operate effectively.
They adhere to stringent quality checks that result in more accurate and durable products. Designed in accordance to international standards, they test the products on the various parameters and ensure each of them consume less energy. At their firm all products are under
strict surveillance till they are cleared by their team of quality check officers for meeting various quality standards.
The Packaging Facility:
UIL takes every possible care in packaging of their products to ensure their products' safe transit and delivery. Their company provides customized packaging solutions as per the client’s requirements. Since their client base is spread across India and 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
One of India’s known consumer durables marketing and distribution companies
o Started in 1957 o Marketing its products for over 50 years
under the brand name USHAo Over 50 million customers
Large distribution network in core categories First Indian Company to be awarded ISO
9001:2000 for Marketing practices
JOINT VENTURES
Hunter Fan Company, USA (Fans) Janome Sewing Machine Company, Japan
(Sewing Machines)
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.
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
33 warehouses leased and managed in-house SAP enabled across all UIL locations (head
office, location offices, warehouses)
Sales management practices
SBU led sales organization structure, with regional segregation of market
Coverage of dealers by trained sales staff
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
Company’s 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 Company to further their personal interest in matters relating to their association/ employment with the Company or the interest of any political party.
VII. Confidential Information
Confidential information relating to operations / business / activities / personnel of the Company or for that matter any data concerning the Company will not be disclosed to any unauthorized person.
VIII. Conflict of Interest
General
While it is not possible to define all such situations, all the Board Members and Senior Management are expected to judge the relationships which are in conflict or which compromise their objectivity while dealing on behalf of the Company. Some possible “Conflict of Interest / Situations” are:
(i) Transaction of purchase of Assets / services by the Company.
(ii) Transaction of purchase / sale of Company’s products / goods.
(iii) Contracts with the Companies/ firms associated with the Board Member(s)/ Senior management, which could bias their judgment.
Board Members and Senior Management shall disclose their “Conflict of Interest” if any, to the Company in any transaction/ contract entered into with/ by the Company.
Gifts and Other Benefits
No Board Member and Senior Management shall (directly or indirectly) accept any gift, entertainment, trip, discount, service, or other benefit from any organization or person doing business or competing
with the Company (other than modest gifts/ benefits of nominal value or entertainment as part of normal business ctheirtesy and hospitality) which would or reasonably appear to be capable of influencing such person to act in a manner which is against the interest of the Company.
Gifts above the nominal value if accepted under unavoidable circumstances will be deposited with Administration Department.
IX. Accounting
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.
XI. Amendment or Modification
Any amendment or modification of this Code would be approved by the Board of Directors of the Company.
XII. Compliance of the Code
All Board Members and Senior Management of the Company shall confirm compliance of the Code along with deviation / explanation, if any, to the Board annually within 30 days from end of the Financial Year.
A declaration to this effect signed by Managing Director shall be incorporated in the Annual Report of the Company.
If any uncertainty arises as to whether a ctheirse of action is within the letter and spirit of the Code, prior
decision would be obtained from Managing Director of the Company.
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
Public Sector Undertakings
Indian Oil Corpn ONGC SAIL NTPC Singrauli Coalries TISCO Grasim Indian Railways JN PortTrust BSNL MTNL LIC of India
Govt Depts
PWD CPWD State Electricity Boards MES Delhi developmet Authority Canteen Stores Department
Corporates
Reliance Inds Ltd Infosys Ltd Bharti Airtel Essar Retail Telecom Ltd Indian Hotels Ltd (Taj Group) Tata Steel, HAL
Banks
Reserve Bank Of India Punjab National Bank Oriental Bank Of India Union Bank of India State Bank of India
Others
World Vision (NGO)
SYSTEMS & TECHNOLOGY
Information Technology & ERP
Year 2001, Journey of SAP started in Usha International Ltd. with roll-out of SAP R/3 Version 4.6C across all locations leaving behind the legacy application.
16 Sales Office, 1 Plant and 20 Godown were brought on private wide area network (VPN) to get the benefit of centralized SAP application hosted on robust and reliable IBM iSeries servers at corporate office.
The core areas of the business were mapped in SAP with three modules i.e SD,MM, FI/CO and later added Country India Version (CIN) & PP module. The effective adoption of SAP has brought standardization of process & methodology provides enhanced productivity.
Last year, the ERP system has been upgraded to the latest version i.e. mySAP ERP-2005(ECC6) along with the robust and reliable iSeries servers from
IBM. Company has gone for both technical and functional upgrade with new and enhanced functionalities of the system.
With the enhancement of SAP application, the network setup also been upgraded from PSTN to dedicated broadband link at most of the godown locations, to ensure effective and secure utilization of new / enhanced SAP functionalities and better response time.
Supplier Relation Management ( SRM) software has been integrated with the ERP system to enable online interaction with large vendors over the Internet.
Similarly Online Service support software has been introduced at company’s authorized service center to ensure the faster and prompt response to their valuable customer.
Security of Information system is accorded top priority, A third party ISO17799 audit was carried last year and comprehensive IT Security policy framed, which is monitored and adhered to, so as to ensure that its business operations are not compromised.
CORPORATE SOCIAL RESPONSIBILTY
Usha International is probably the first corporate to run more than 400 sewing schools all over the country. Started in 1950, these include, centers run directly by the company, dealer run centers, army welfare centers and centers run by individuals that get affiliated to the overall Usha network. Every year over 20,000 students are trained in these schools. The sewing school network is aimed at imparting sewing skills to women, in an endeavor to empower them. The courses are so designed that the students become adept at stitching and can start earning their own livelihood.
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?
LIFE AT USHA: Policies
Life at Usha is becoming a part of a family of 1200 people, where each individual is a valued and cherished member.
They at Usha believe growth-directed change can be achieved through committed and competent people. Keeping this in mind, they have laid down the following human resource policies to keep their people on the path to continuous improvement.
To achieve excellence in all their operations by improving the effectiveness of all employees.
Recruitment of competent personnel at all levels. Plan and monitor career development and
succession planning. Provide opportunities to the existing personnel to
foster internal growth. Job-size, performance and potential to be the
sole criteria for remuneration and promotions. Timely and correct communications for fostering
a spirit of openness. To ensure transparency in decision making for
inspiring mutual trust. To provide a stimulating work environment and
be a learning and knowledge sharing organization.
Simplification and observance of systems and procedures for proficiency.
Holding regular operational meetings and to ensure constant improvement in the operations.
To foster an organizational climate that leads to self-motivation and employee commitment.
Conceptualize and implement innovative HR policies.
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.
Pay for Performance
They have implemented the variable pay concept to ensure that better performers get rewarded for their efforts. The key result areas and parameters of performance are made fairly objective. This avoids subjectivity and qualitative impressions. Also all jobs have been evaluated and the pay prefixed according to the job size. The annual appraisal process has also been revamped with the introduction of Competency (Knowledge, skills and attitude) evaluation of the individual. The new system developed is more objective and transparent which is helping us to move towards a Self – Appraisal system.
What is a Sales Strategy?
One of the key observations we have made whilst working in a variety of sales organizations is the positive impact on the business performance of a good quality sales strategy. In this article we want to explore what is a sales strategy and why have one.
Definition
A plan designed to achieve a long-term aim.
• Planning and directing a military activity in a war or battle.
We thought we would include an absolute definition of the word strategy; we haven’t included a word around the definition of sales as we think we are only too aware of what sales means to us. The key point
from the above quotation is that it’s essential to have a plan to enable the achievement of goals and objectives. In a sales context a sales strategy should be your ‘blueprint’ to success.
Key Areas of a Sales Strategy
In the next few paragraphs we are going to outline some of the key areas that make a sales strategy, the format for this will be a mixture of some key definitions combined with some thought provoking questions.
Goals
The first stage of any Sales Strategy is to understand your goals, or in other words what exactly do you as a company want to be and to achieve, in the :
o Short Term ( 0 to 12 months )
o Mid Term ( 12 to 24 months )
o Long Term ( 24 to 60 months )
The key requirement of good quality goals is that they need to be quantifiable and measurable to such a degree that it would be easy to recognize exactly what is wanted and to be able to know if it has in fact
been achieved.
In our work as consultants we often see goal statements like ‘as a company we want to become a top sales organization’, this is too vague as the actual detail has not yet been quantified and would be difficult to measure as what is meant by ‘top’, do you mean in your market sector, in products or services, customer satisfaction etc and what would be the measures, sales turnover, profit, customer satisfaction index etc.The more precise and accurate you can make your goals the greater the opportunity will be for you to implement correct and effective objectives and actions that will be needed to ensure you achieve them.Objectives
Objectives are the bite size stages of a goal that when completed will deliver that goal. Once again like goals, objectives need to be quantifiable and measurable. A good tool that can be used to define goals and objectives is the SMART methodology:
o Specific – What do you want?
o Measurable – How will you measure success ?
o Achievable – Is it realistic, can it be done ?
o Results Orientated – Will it produce the required business results ?
o Time – When will it be done ?
Once goals and objectives have been decided the next stage of a sales strategy is to give some thought to whom you will sell to and how you will need to sell.
What Is Your Marketplace?
This is where you need to decide who in fact will buy your products and services, what will be the profile of a typical potential customer. Once you know this you can concentrate all your efforts in the right direction on the people that will buy.
Who Are Your Competitors?
Now you know your potential customer base you need to consider who are your competitors that are currently or potentially selling to them. What are their strengths, weaknesses and how will you combat this.
Route To Market
how you intend to sell to your customer base, will
this be through direct sales, channels, strategic partners, internet etc. If you are going to sell directly as a sales organization what will be the most effective way to cover your territories i.e. field based sales, telesales, mail order etc.
Sales Process
Do you have a sales process that drives sales in effective logical steps from prospecting to implementation?
Position Within Your Customers
Whereabouts in your customer will you sell, board level, middle management, purchasing etc.
Style of selling
what style of selling will you have to adopt to be effective in selling at these different levels?
Sales Skill and Capability
What skills / capability is required by your salespeople to be effective within their customers and what is their currently level of capability now.
Development Plan
how will you continue to develop and improve the skill and capability within your salespeople?
Sales Management
We have listed below some of the key areas of a sales strategy in regards to sales management:
• Setting targets – Decide and communicate sales targets at both team and individual level, these should cover precise performance activity and operating standards.
• Measures – Communicate how you will measure these standards and what level of achievement is expected i.e. will you expect 50, 80 percent of target is 100 percent the minimum?
• Sales Reviews – Decide and communicate how often you will review the sales performance.
• Coaching & Motivation– How will you continue to coach and motivate your salespeople to ensure continuous improvement?
So Why Have A Sales Strategy?
After working through the above elements of a sales
strategy we are hoping that this key question has been answered. Without some of these critical things being in place your salespeople will struggle to obtain the focus needed for success. But just in case a sales strategy aligns your company’s goals and objectives and creates a ‘blueprint’ that when followed will achieve the required business results.
HOW TO DEVELOP A SALES STRATEGY
While effective marketing is critical to the success of a business, it is simply not enough to only have a marketing strategy in place. A business needs to build on these marketing plans and turn prospective profits into a reality. A good sales strategy can help you do this. It can also help you in identifying the best opportunities that are out there for you.
A powerful sales strategy can help you to:
Clarifying your sales objectives Effectively reach your target audience Plan your sales efforts & Help in the monitoring of your sales activities so
that you can make any improvements if necessary.
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:
What is your business? How do clients benefit from the products or
services that you are offering? Who is your ideal client? And how are you different from your
competition?
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.
FORMULATE A SALES STRATEGY
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.
SALES STRATEGY TECHNIQUES
Sales strategy is often overlooked in a presales planning. Learning from military strategists, there are 2 basic types of sales strategy that can be employed.
Sales Strategy - Direct
A direct sales strategy is the sales technique used most of the time. It is the frontal assault on the enemy's position (The enemy in our case is the status quo or your competitor, not the customer). A direct sales strategy means going head to head, feature for feature against your competition. A direct sales strategy is a hard way to sell, unless your have clear superiority over your competition.
Sales Strategy - Indirect
An indirect sales strategy is a less used, but more sophisticated sales technique. To use an indirect sales strategy means to change the rules of the sales evaluation process. You do this by introducing new capabilities and criteria that the competition may not have and making them essential to the buyer's evaluation criteria.
Triple-tiered Sales Strategy
In today's economy, big and small businesses are seeking every opportunity to win sales through competitive advantages. Smart owners of small business know a sales strategy can create a competitive advantage.
Selling consists of two main functions: tactics and strategy. Sales strategy is the planning of sales activities: methods of reaching clients, competitive differences and resources available. Tactics involves the day-to-day selling: prospecting, sales process, and follow-up.
The tactics of selling are very important but equally vital is the strategy of sales. The advantages are too compelling to ignore.
Competitive Advantages of Strategic Sales Planning
Increased closing ratio by knowing clients hot buttons
Improved client loyalty by understanding needs Shorten the sales cycle with outside
recommendations Outsell competitors by offering the best solution
Triple-tiered Sales Strategy
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.
USHA’s STRATEGY
1. TARGETINGTo 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. PRICINGIn line with the classical marketer’s 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. Usha’s discounting pricing technique is a very effective way to combat competition.
3. CUSTOMER RETENTIONBecause advanced technology enables
suppliers to track the progress of an enquirer or customer, Usha’s 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.
Usha’s 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, 4P’s.
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 Havell’s
Factors affecting selling and sales management
Various factors affecting selling and sales management usha international ltd are:
Behavioral forces 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.Qualified prospect 3.Need identification 4.Proposal 5.Closing 6.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.
Middlemen’s role in
suppling
Importing /Procuring
Warehousing(godowns)
Manufacturing fans
USHA INTERNATIO
NAL LIMITED
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.
DETERMINATION OF NEGOTIATING OBJECTIVES
It is prudent for negotiators to set objectives during the preparation stage. This reduces the likelihood of being swayed by the heat of the negotiating battle & of accepting a deal which, with hindsight, should have been rejected. This process is analogous to a buyer at an auction paying more than s/he can afford because they allow themselves to be swept along by the bidding. Additionally, when negotiation is conducted by a team, discussion of objectives helps co-ordination & unity. It is useful to consider two types of objectives:
1. ‘Must have’ objectives. The ‘MUST HAVE’ objectives define a bargainers minimum requirements; for example, the minimum price at
which a seller is willing to trade. This determines the negotiating breakpoint.
2. ‘Would like’ objectives. These are the maximum a negotiator can reasonably expect to get; for example, the highest price a seller feels s/he can realistically obtain. This determines the opening positions of buyers & sellers.
When considering ‘MUST HAVE’ objectives it is useful to consider the best alternative to a negotiated agreement (BATNA). This involves the identification of one’s alternative if agreement cannot be reached. It sets a standard against which any offer can be assessed & guards against accepting unfavorable terms when pressured by a more powerful buyers.
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
Geographical expansion
Expansion related to product line /orrangerange
Price slabs
Geographical expansion leads to reaching out to more masses and making the services available to rural and backward areas.
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
Unique hub-to-hub assembly and elegantly styled
lighttheyight aluminum motor housing for better performance
Innovative canopy design without the clutter of rivets
Special design allows the blades to emerge directly form the motor thereby creating a static element at the centre
Available in Blue with Silver accents, Off White with Silver accents and Cream with Gold accents
1200 MM
MRPGroup
1Rs.
2045*
MRPGroup
2 Rs.
2195*
Elegantly styled lighttheyight motor housing for better performance and a contemporary streamlined design
An innovative canopy design with single rivet on blade
Unique hub and blade assembly Available in Metallic Silver,
Metallic Green and Icy White sweeps
1200 MM
MRPGroup
1Rs.
1845*
MRPGroup
2 Rs.
1995*
Group 1: AP, GR Mumbai, Maharashtra, Punjab/J&K, Haryana, Delhi, Rajasthan, UP – East, GBD, Uttranchal, MP/Chhattisgarh
Group 2: TN, Kerala/MAHE, Karnataka, Gujarat, Assam & NE States, Bihar, Jarkhand,
Beautifully crafted motor and blade, with an attractive plated body
Stylish, plated light kit with a conveniently placed pull cord
Available in 2 sweeps-antique brass and silver 1300 mm sweep
MRPRs.
4500*
Beautifully crafted motor and blade, with an
attractive plated body Stylish, plated light kit with a conveniently
placed pull cord Available in 2 sweeps-silver and gold 1300 mm sweep
MRPRs.
4100*
Premium fan with a decorative 4 lamp underlight
arrangement Available in Black Chorme and Ivory sweeps 1270 MM
MRPRs.
3800*
Premium wood finished fan Extra wide blades for wider air distribution,
higher air delivery and higher air velocity Available in 3 blade and 4 blade options 1200 MM
MRPRs.
2490*
Elegantly designed for children's rooms Extra wide tip blades for wider air distribution Available in 3 blade and 4 blade options 1200 MM
MRPRs.
2640*
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 golden flanges and decorative show cup
Available in three sweeps - Lustre Brown, New White and Ivory sweeps.
1200 MM
MRPRs.
1760*
An elegant fan with two tone flanges and gold ring on the motor and canopies
Available in Brown, White and Ivory sweeps 1200 MM
MRPRs.
1570*
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
MRPRs.
1780*
Superior motor design ensures high speed even at low voltage
Available in three metallic sweeps Gold Beige, New Caramel, Millennium Silver
1200 MM
MRPGroup
1 Rs.
1400*
MRPGroup
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
MRPRs.
1510*
All aluminium body with ring on the motor and attractive shell-shapedflanges
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 powerconsumption
Unique safety locking arrangement for full protection of the customer
MRPRs.
1550*
Specially designed motor with wider tip blades provide maximum airdelivery
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 BiegeBrown
Superior grade electric steel lamination for longer life and low potheyrconsumption
Superior ball bearings for noiseless operation and longer life
Unique safety locking arrangements for protection to the customers
MRPRs.
1650*
Specially designed motor with wider tip blades provide maximum airdelivery
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 potheyrconsumption
Superior ball bearings for noiseless operation and longer life
Unique safety locking arrangements for protection to the customer
MRPRs.
1650*
Specially designed motor with wider tip blades provide maximum airdelivery
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 potheyrconsumption
Superior ball bearings for noiseless operation and longer life
Unique safety locking arrangements for protection to the customer
MRPRs.
1700*
Group 1: AP, GR Mumbai, Maharashtra, Punjab/J&K, Haryana, Delhi, Rajasthan, UP – East, GBD, Uttranchal, MP/Chhattisgarh
Group 2: TN, Kerala/MAHE, Karnataka, Gujarat, Assam & NE States, Bihar, Jharkhand, Orissa, WB
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
MRPBr/P.wh/BW Group
1 Rs.
1530*
MRPBr/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
MRPRs.
1740*
A high speed fan with sleek and modern looks
Available in Brown, White and Ivory Available in 600, 900, 1050, 1200 & 1400 MM
sweeps
MRPRs.
1700*
High speed Available in Brilliant White, Dazzling Brown
and Ivory sweeps Available in 600 (with 4 blades), 900, 1050,
1200 & 1400MM sweeps
MRPGroup
1 Rs.
1320*
MRPGroup
2 Rs.
1435*
Economically priced fan Consumes only 49W* Available in Brown and White sweeps 1200 MM
*(Conditions apply)
MRPRs.
1510*
A sleek fan ensures high speed even at low voltages
Specially designed triple angle blades with a rib ensure an extra wide air spread
Available in White, Brown and Sand Beige sweeps
1200 MM
MRPGroup
1 Rs.
1160*
MRPGroup
2 Rs.
1260*
High speed Available in White, Brown and Ivory sweeps 1200 MM
MRPRs.
1370*
High Speed Fan All aluminium corrosion resistant body Automatic motor winding Available in Brown, White and Ivory 900, 1050, 1200 and 1400MM sweep sizes
MRPRs.
1700*
Group 1: AP, GR Mumbai, Maharashtra, Punjab/J&K, Haryana, Delhi, Rajasthan, UP – East, GBD, Uttranchal, MP/Chhattisgarh
Group 2: TN, Kerala/MAHE, Karnataka, Gujarat, Assam & NE States, Bihar, Jarkhand, Orissa, WB
Economy
High speed fan An economically priced decorative fan. Available in Brown, White, Ivory, Caramel Gold
and Copper Brown sweeps. Available in 600, 900, 1050, 1200 & 1400MM
sweeps
MRPRs.
1510*
Super 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
MRPRs.
1320*
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
MRPRs.
1260*
Economically priced Double ball bearing for noiseless operation Available in 1200 mm sweep and three colour
options - Brown, White and Ivory
MRPRs.
1200*
Economically priced Hi-speed fan Auto-wound double ball bearing motor for long
lasting performace 1200 mm sweep and three colour options -
Brown, White and Ivory
MRPRs.
1250*
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 you’ve 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.
Remote control operation Three speed selection along with a 7.5
htheir timer Motor overheat protection and unique
oil reservoir lubrication for better reliability and longer life
Specially designed potheyrful motor for indian conditions
MRPRs.
2500
Antique finish Powerful motor for higher air delivery Aerodynamically designed aluminum
blades
MRPRs.
1900
Attractive wooden finished body and golden guards
MRPRs.
2200
A sleek and stylish new fan Castors for easy mobility
MRPRs.
1950
Sleek and stylish Specially designed powerful motor for
unmatched air delivery
MRPRs.
1825
A sleek and stylish fan built with superior technology
Auto wound motor
MRPRs.
2480
A sleek and stylish fan buit with superior technology
Can withstand a range of voltages
MRP Rs.
3315
Specially built in loniser fan Gives you a pure, healthy and dust free
environment
MRPRs.
2400
A powerful 450mm fan Unmatched air delivery Rugged motor & heavy base
MRPRs.
2445
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 room’s décor. 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.
Multi purpose remote control Simulates natural, slumberous and
normal wind choices Unique oil reservoir lubrication
and motor overheat protection ensure greater reliability and a longer life
MRPRs.
2100
A premium fan with a gold plated guard
Potheyrful motor to give excellent air delivery
MRP Rs.
1870
A stylish model with a sleek base design.
MRPRs.
1750
Jerk free, uniform oscillation Attractive looks and excellent
styling
MRPRs.
1750
A sleek and stylish fan Unmatched aesthetics Available in 300mm sweep
MRPRs.
1650
A sleek and stylish 450mm fan Superior technology
MRPRs.
3015
300 mm Sleek and stylish wall fan High speed motor for superior air delivery Superior quality plastic blades for long lasting
performance
MRPRs.
2100
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.
Aluminium die-cast body Heavy duty motor 300/380/450mm in 900 and 1400
RPM and 600mm in 700 and 900 RPM
MRP300 mm
Rs. 2695
MRP380 mm
Rs. 3045
MRP400 mm
Rs. 3795
Superior model with metal blades and a safety guard
230mm and 300mm sizes
MRP230 mm
Rs. 1095
MRP 300 Rs.
mm 1165
An economically priced model with metal blades and a safety guard
230mm and 300mm
MRP230 mm
Rs. 1055
MRP300 mm
Rs. 1155
Superior model with extra powerful motor
230mm and 300mm
MRP230 mm
Rs. 1090
MRP300 mm
Rs. 1205
Noiseless Light-weight Rust proof body and blades 150MM, 200MM and 250MM
MRP150 mm
Rs. 999
MRP200 mm
Rs. 1049
MRP250 mm
Rs. 1099
OTHER FANS
Also available, some very special models to suit varied requirements.
Uniquely designed fan for your living room
MRPRs.
1995
Rotating grill to ensure uniform air delivery
MRPRs.
1775
Extra powerful motor for higher air delivery
Powder coated steel parts with anti-corrosive treatment for longer life
Can be used as a table fan, a wall mounted fan or a ceiling mounted fan
MRPRs.
1270
Specially designed high speed multipurpose fan
Can be used as a table fan, a wall mounted fan or a ceiling fan
MRPRs.
1250
NEW LAUNCHES
Specially designed hand-woven rattan blades
Weather-proof coating on blades for both indoor and outdoor use
Option of an adaptable light kit
1200 mm sweep
Hand-crafted wooden blades with a rich, luxuriant finish
Two-tone metallic finish Light kit that adds elegance to
the styling 1300 mm sweep
Beautifully crafted motor and blade, with and attractive plated body
Stylish, plated light kit with a conveniently placed pull cord
Available in 2 sweeps-antique brass and silver
1300 mm sweep
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
Beautifully crafted motor and blade, with an attractive plated body
Stylish, plated light kit with a conveniently placed pull cord
Available in 2 sweeps-silver and gold
1300 mm sweep
Contemporary design Whisper quite reversible motor Antique dark real wicker blades Beautifully designed under light
fittings
Cherry hand curved wood banana leaf blades
Precision balanced blades and motor for wobble free operation
Exotically designed under light kit ( optional )
Premium wood finished fan Extra wide blades for wider air
distribution, higher air delivery and higher air velocity
Available in 3 blade and 4 blade options
1200 MM
Retro design fan Gold coloured clips on the
motor and canopy Automatic motor winding for
unmatched performance and reliability
Available in Brown, White and Ivory sweeps
1200 MM
Premium wood finished fan Extra wide blades for wider air
distribution, higher air delivery and higher air velocity
Available in 3 blade and 4 blade options
1200 MM
Elegantly designed for children's rooms
Extra wide tip blades for wider air distribution
Available in 3 blade and 4 blade options
1200 MM
Elegantly styled lightweight motor housing for better performance and a contemporary streamlined design
An innovative canopy design with single rivet on blade
Unique hub and blade assembly
Available in Metallic Silver, Metallic Green and Icy White sweep
Unique hub-to-hub assembly and elegantly styled lightweight aluminum motor housing for better performance
Innovative canopy design without the clutter of rivets
Special design allows the blades to emerge directly form the motor thereby creating a static element at the centre
Available in Blue with Silver accents, Off White with Silver accents and Cream with Gold accents
1200 MM
Superior motor design ensures high speed even at low voltage
Available in three metallic sweeps Gold Beige, New Caramel, Millennium Silver
1200 MM
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
An elegant fan with two tone flanges and gold ring on the motor and canopies
Available in Brown, White and Ivory sweeps
1200 MM
Aster an economically priced 1200 MM decorative fan
Double ball bearing motor provides noiseless performance and long life.
Available in Brown, White and Ivory sweeps.
All aluminium body with ring on the motor and attractive shell-shapedflanges
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 powerconsumption
Unique safety locking arrangement for full protection of the customer
Specially designed motor with wider tip blades provide maximum airdelivery
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 BeigeBrown
Superior grade electric steel lamination for longer life and low powerconsumption
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 airdelivery
Unique jewel like flanges on the blades and decorative ring on motor and canopy
Available in twin tone metallics of beige brown and silver blue
Superior grade electric steel lamination for longer life and low powerconsumption
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 airdelivery
Attractive large size motor with a decorative ring and two tone flanges on the blades
Available in all metallic finishes of Pearl Ivory and Executive Brown
Superior grade electric steel lamination for longer life and low powerconsumption
Superior ball bearings for noiseless operation and longer life
Unique safety locking arrangements for protection to the customer
DISTRIBUTION OF THE FAN CATEGORY
The various categories and fan types that Usha offers its consumers are discussed in detail above. Let us now take a look at the type demanded as a percentage of total fan produce
.
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 accountsCompany takes time in issuing credit notes to the dealers who place bulk orders of the products.
Issues related to stockCompany 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 allocationThere 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 dilemmaThere is only one warehouse in the whole north division which leads to delay in distribution and product availability to the dealers.
MOVEMENT OF GOODS FROM COMPANY TO THE END CONSUMER
A diagrammatical depiction of the course of flow of goods from the company’s site i.e. the place of production or manufacturing of goods to the consumer’s place is as follows:
Place of production/company’s
warehouse
Company showroom Distributor
Direct dealer
Consumer Sub dealer Consumer
Super sub dealers
Consumer
MANUFACTURING FACILITIES
S No. Address Products1 Usha Fan
IndustriesRoynagar BansdroniKolkata-700070 Phone No 033-4111901, 4110140
Electric Fans
2 Hyderabad Engineering Industries P.O. Balanagar TownshipHyderabad-500037040-3078691
Electric Fans
MARKET SHARE vs USHA SHARE
For India Industry can be defined as a conglomerate of companies that manufacture or produce or deal in similar type of products. The fan industry is no exception. It consists of names of some highly known and prestigious units catering to electrical goods market. Some famous names apart from Usha International Limited are- Crompton Greeves , khaitan, bajaj, polar, havell etc. The all over India ranking of the top 5 fan companies is as follows placing Usha on the second position making Crompton Greeves the market leader.
5.BAJA
J
4.KHAITAN
3.ORIENT
2.Usha
1.Crompton Greeves
USHA‘S EDGE OVER ITS COMPETITORS
There are some very unique qualities that sets Usha apart from all its competitors. In this cut-throat competitive era, it is these qualities that helps Usha survive, maintain its ranking in the market and set fresh benchmarks for other companies in the industry to look up to. These qualities can be listed as follows:
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:
Encouragement of repeat purchases Building of long-term customer loyalty Encouragement of consumers to visit a
particular sales outlet Building up of retail stock levels Widening or increasing the distribution of a
product or brand.
Sales promotions techniques employed by Usha from time to time are:
Price Reductions Vouchers Gifts Competitions Lotteries Cash Bonuses
Techniques cover:
Consumer Promotions of Usha that include cash refunds, premiums, contests.
Trade promotions of Usha include discounts, display allowances.
Salesforce Promotions of Usha includes sales contests.
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.
Usha’s 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.
