Title of the Summer Training Report

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

Institute of Information Technology & Management,

New Delhi 110058
Batch (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
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.
.

ABOUT THE COMPANY

Usha is a leading name in fans in over 60 countries around the world. One of Indias
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, their
Group.

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 products 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 clients 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 Indias known consumer durables marketing and distribution companies

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

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.
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

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
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

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 Companys 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 ERP2005(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 companys 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 havent
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 its 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 companys 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 followup.
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.

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

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.
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.

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 ones 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

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

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

MRP Group 1Rs. 2045*

MRP Group 2Rs. 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

MRP Group 1Rs. 1845*

MRP Group 2Rs. 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

MRP Rs. 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

MRP Rs. 4100*

Premium fan with a decorative 4 lamp underlight arrangement

Available in Black Chorme and Ivory sweeps
1270 MM

MRP Rs. 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

MRP Rs. 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

MRP Rs. 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

MRP Rs. 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

MRP Rs. 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

MRP Rs. 1780*

Superior motor design ensures high speed even at low voltage

Available in three metallic sweeps Gold Beige, New Caramel, Millennium Silver
1200 MM

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

MRP Rs. 1510*

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

MRP Rs. 1550*

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

MRP Rs. 1650*

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

MRP Rs. 1650*

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

MRP Rs. 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

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

MRP Rs. 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

MRP Rs. 1700*

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*

Economically priced fan

Consumes only 49W*
Available in Brown and White sweeps
1200 MM
*(Conditions apply)

MRP Rs. 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

MRP Group 1

Rs. 1160*

MRP Group 2

Rs. 1260*

High speed
Available in White, Brown and Ivory sweeps
1200 MM

MRP Rs. 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

MRP Rs. 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

MRP Rs. 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

MRP Rs. 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

MRP Rs. 1260*

Economically priced
Double ball bearing for noiseless operation
Available in 1200 mm sweep and three colour options - Brown, White and Ivory

MRP Rs. 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

MRP Rs. 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 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

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
Rs. 2500

Antique finish
Powerful motor for higher air delivery
Aerodynamically designed aluminum blades
Rs. 1900

MRP

Attractive wooden finished body and golden guards

Rs. 2200

A sleek and stylish new fan

Castors for easy mobility

MRP Rs. 1950

MRP

Sleek and stylish

Specially designed powerful motor for unmatched air delivery
Rs. 1825

MRP

MRP

A sleek and stylish fan built with superior technology

Auto wound motor
Rs. 2480

A sleek and stylish fan buit with superior technology

Can withstand a range of voltages
Rs. 3315

MRP

MRP

Specially built in loniser fan

Gives you a pure, healthy and dust free environment
Rs. 2400

A powerful 450mm fan

Unmatched air delivery
Rugged motor & heavy base
Rs. 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 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

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
Rs. 2100

A premium fan with a gold plated guard

Potheyrful motor to give excellent air delivery
Rs. 1870

MRP

MRP

MRP

A stylish model with a sleek base design.

Rs. 1750

Jerk free, uniform oscillation

Attractive looks and excellent styling
Rs. 1750

A sleek and stylish fan

Unmatched aesthetics
Available in 300mm sweep
Rs. 1650

MRP

MRP

A sleek and stylish 450mm fan

Superior technology
Rs. 3015

300 mm Sleek and stylish wall fan

High speed motor for superior air delivery
Superior quality plastic blades for long lasting performance
Rs. 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

MRP 300 mm Rs. 2695

MRP 380 mm Rs. 3045
MRP 400 mm Rs. 3795

Superior model with metal blades and a safety guard

230mm and 300mm sizes

MRP 230 mm Rs. 1095

MRP 300 mm Rs. 1165

An economically priced model with metal blades and a safety

guard
230mm and 300mm

MRP 230 mm Rs. 1055

MRP 300 mm Rs. 1155

Superior model with extra powerful motor

230mm and 300mm

MRP 230 mm Rs. 1090

MRP 300 mm Rs. 1205

MRP

Noiseless
Light-weight
Rust proof body and blades
150MM, 200MM and 250MM
150 mm

Rs. 999

MRP 200 mm Rs. 1049

MRP 250 mm Rs. 1099

OTHER FANS

Also available, some very special models to suit varied requirements.

MRP

MRP

MRP

Uniquely designed fan for your living room

Rs. 1995

Rotating grill to ensure uniform air delivery

Rs. 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
Rs. 1270

Specially designed high speed multipurpose fan

Can be used as a table fan, a wall mounted fan or a ceiling
fan

MRP

Rs. 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-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 Beige
Brown
Superior grade electric steel lamination for longer life
and low power
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 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 power
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 finishes of Pearl Ivory and
Executive Brown
Superior grade electric steel lamination for longer life
and low power
consumption
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 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.

MOVEMENT OF GOODS FROM COMPANY TO THE END CONSUMER

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

Super sub dealers

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

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.BAJAJ

4.KHAITAN

3.ORIENT

2.Usha

1.Crompton Greeves

USHAS 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.
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.