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 frontrunner in this competition.

COMPANY INFORMATION

One of Indias known consumer durables

marketing and distribution companies
Started in 1957
o 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

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
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 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 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
services strong
A sales strategy
your business to
business world.

knowing what your products or

points are, you can advertise.
is thus significant if you wish for
succeed in today's tough cut-throat

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
Planning

Advantages

of

Strategic

Sales

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 "Tripletiered 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 winwin 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
Weakness
Usha is a well
Usha is weak in
established brand name
institutional and
government sales as
Usha is in business
compared to other
since 1952
competitors like
Flexible price range,
Crompton
i.e. 800-50000
exports are less
Consistent good press
less promotional
reviews
activities like TV add
Impeccable loyal
lesser work force
business partners
lesser number of service
Variety in product
stations
range
Good foreign
collaboration

Opportunities
Threats
boom in construction
steep increase in prices of
industry
raw material
incessant increase in
threats from new
customers buying
potential entrants like
power
Havells
exports to countries like
Iraq, Africa etc

Factors affecting selling and sales management

Various factors affecting selling
management usha international ltd are:

and

sales

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.

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
OBJECTIVES

OF

NEGOTIATING

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

Geograph
ical
expansion

Price
slabs

Expansio
n related
to product
line
/orrangera
nge

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

MRP

Group Rs.
1 2045*

MRP

Group Rs.
2 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 Rs.
1 1845*

MRP

Group Rs.
2 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

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.
3800*

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 Rs.
1 1400*

MRP

Group Rs.
2 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

MRPBr/P.wh/BW

Group Rs.
1 1530*

MRPBr/P.wh/BW

Group Rs.
2 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 Rs.
1 1320*

MRP

Group Rs.
2 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 Rs.
1 1160*

MRP

Group Rs.
2 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.

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

MRP

Rs.
2500

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

MRP

Rs.
1900

Attractive wooden finished body and

golden guards

MRP

Rs.
2200

A sleek and stylish new fan

Castors for easy mobility

MRP

Rs.
1950

Sleek and stylish

Specially designed powerful motor for
unmatched air delivery

MRP

Rs.
1825

A sleek and stylish fan built with superior

technology
Auto wound motor

MRP

Rs.
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

MRP

Rs.
2400

A powerful 450mm fan

Unmatched air delivery
Rugged motor & heavy base

MRP

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.

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

MRP

Rs.
2100

A premium fan with a gold plated

guard
Potheyrful motor to give excellent
air delivery

MRP

A stylish model with a sleek base

design.

MRP

Rs.
1870

Rs.
1750

Jerk free, uniform oscillation

Attractive looks and excellent
styling

MRP

Rs.
1750

A sleek and stylish fan

Unmatched aesthetics
Available in 300mm sweep

MRP

Rs.
1650

A sleek and stylish 450mm fan

Superior technology

MRP

Rs.
3015

300 mm Sleek and stylish wall fan

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

MRP

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 Rs.
mm 2695

MRP

380 Rs.
mm 3045

MRP

400 Rs.
mm 3795

Superior model with metal blades and a

safety guard
230mm and 300mm sizes

MRP

230 Rs.
mm 1095

MRP

300 Rs.
mm 1165

An economically priced model with

metal blades and a safety guard
230mm and 300mm

MRP

230 Rs.
mm 1055

MRP

300 Rs.
mm 1155

Superior model with extra powerful

motor
230mm and 300mm

MRP

230 Rs.
mm 1090

MRP

300 Rs.
mm 1205

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

MRP

150 Rs.
mm 999

MRP

200 Rs.
mm 1049

MRP

250 Rs.
mm 1099

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

Uniquely designed fan for your

living room

MRP

Rs.
1995

Rotating grill to ensure uniform air

delivery

MRP

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

MRP

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 shellshaped
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
Products
Usha Fan
Electric Fans
Industries
Roynagar
Bansdroni
Kolkata-700070
Phone No 0334111901,
4110140

Hyderabad
Engineering
Industries
P.O. Balanagar
Township
Hyderabad500037
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 55year 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.