Presented by :-

1. VEENA DEVNANI - 2801444

2. KOMAL SHAW - 2803434
3. HIMANSHU KAIRA- 2804435
4. PIYUSH TIWARI - 2801436
5. SANKALPA SATHYE- 2804443


Company profile
Usha International Limited (UIL). The Group operates in four segments,
namely, Consumer durables, Engines, pump sets and motors, Auto
products and others.
USHA international is one of the Indias known consumer durables
marketing and distribution companies. It started in 1957 and marketing its
products for over 50 years under the brand name USHA company majorly
Manufacturing of Electric Fans and Fuel Injection Equipment. Presently
USHA have Over 50 million customers. They have a Large distribution
network in core categories. It is the First Indian Company to be awarded
ISO 9001:2000 for Marketing practices.
USHA international is a company under the flagship of Siddhartha Shriram
group
The Company has a dedicated team promoting the
brand in large format retail outlets in urban and semi-
urban commercial centres.
Last year 20 new models with distinctive styles and
features had been introduced in the market. Presently,
the brand offers the widest portfolio of products across
categories in the fan industry.

History of the company

The group was incorporated by Lala Shriram (grandfather of Siddhartha
Shriram) in 1889. Over the next 100 years, the group expanded into textiles,
chemicals, sugar, automobiles, engines, rayons / nylon tyre cord,
automotive components, edible oils, heavy chemicals (fertilizers/ chlor
caustic), engineering foundries, sewing machines, fans, home appliances
and other kind of items.
In 1989, the group was split amongst the descendants of Lala Shriram and
the businesses that came to Siddhartha Shrirams group have been
mentioned below.
Siddhartha Shriram group is one of Indias renowned business groups with
interests as diverse as sugar, edible oils and industrial chemicals to fans,
appliances and automobile.

Consumer goods include items meant for immediate use, such as a TV
dinner or a bar of chocolate, as well as consumer durablesthat is,
goods with long-term use, such as video cassette recorders, computers,
and washing machines. Items such as washing machines, refrigerators,
and dishwashers are often called white goods because of the traditional,
white enamel finish that coated many of these appliances. Other goods
originally equipped with brown casings, such as stereo equipment and
televisions, are sometimes referred to as brown goods.
Joint ventures

Company has joint ventures with Hunter Fan Company, USA
(Fans)

Janome Sewing Machine Company, Japan (Sewing Machines)

Mission of the company


Usha International's mission is to pursue excellence in all its spheres of
business activity. It believes in providing reasonable returns to its
shareholders and adding value to the principal's business operations through
effective marketing. Thus making it one of India's leading marketing
organizations. This must be achieved by meeting customer requirements,
providing them satisfaction thereby building their trust in the company and
its products.

Diverse product portfolio
Electric Fans
Home Appliances
Sewing Machines
Engines, Electrical motors & Pump sets.
Drinking water coolers & dispensers
Auto components.
Generators

Diverse product portfolio
SEGMENTATION
Segmentation has played an important role in defining the marketing
strategy. Usha entered the air circulator segment, a niche that has
evolved owing to the rapid industrialization taking place in the country.
The industry is expected to achieve good growth in the coming years.
The pace of growth however will witness a decline as it will be
impacted by macro trends in the Indian economy with real estate
adversely affected and increasing interest rates reducing disposable
incomes.











UILS distribution network

Sales force

Reach across India

Supply chain network

Sales management practices

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 centers with population greater than
20,000.

Penetration in important modern retail outlets (Future Group,
Metro, Reliance)

Presence in rural India, contributing to around 20% of total sales.

Supply chain network

33 warehouses leased and managed in-house.

SAP enabled across all UIL locations (head office, location
offices, and warehouses)

Product line of the company




Cei l i ng Fans Tabl e Fans Pedestal Fans



Wal l Fans Exhaust Fans Other Fans

Product depth







Specially built in loniser fan
Gives you a pure, healthy and dust free environment






Specially designed hand-woven rattan blades
Weatherproof coating on blades for both indoor and outdoor
use
Option of an adaptable light kit
1200 mm sweep



Remote control operation
Three speed selection along with a 7.5 hour timer
Motor overheat protection and unique oil reservoir
lubrication for better reliability and longer life
Specially designed powerful motor for Indian conditions
SWOT Analysis
STRENGTHS
1. Strong distribution network : Usha International Ltd. has a strong
distribution network, with a presence across all metros. Separate sales teams handle
each of these segments and distribution up gradation is one of their Key Result Areas.
2. Strong brand : Usha has a high brand recall in most of its product
categories. The brand is associated with quality, trust and reliability.
WEAKNESSES
1. As company is targeting aggressive growth, they will be short on highly
skilled HR resources across the board in the near future.
OPPORTUNITIES
1. Multi-brand Marketing
2. Good macro economic performance
3. Potential for home appliances
4. Potential of reaching rural India
5. Favourable government policies

THREATS
1.Threat to the straight stitch sewing machine business
2. Competition from Small Scale Sector players
Distribution channel



















DISTRIBUTOR
DEALER SHOPS
SALES
TEAM
ELECTRICIAN
S
SHOP
S

ELECTRICIAN
S

CUSTOMER
MAJOR MARKETING STRATEGIES

Sales promotions:
For the promotion of their product company time to time give some extra
incentives, discounts and gifts to the dealers and shopkeepers as well as customers.
Sometimes these types of methods used by distributors also.

Margin policy:
Company try to give more and more margins to the shopkeepers because when a
customer come to in a shop to buy a fan then it is in the hand of shopkeepers that
what customer buy. Generally 70 % customer said that show me any good fan, then
it is depend on shopkeeper that which he will promote. Definitely he will promote
that company product who will give him more margins.
Quantity discount:
Company gives a quantity discount to the distributors, dealers and shopkeepers. Company said that
if you purchase this much amount then I will provide you some extra fans, some cash discounts etc.


Continuous improvement:
Company continuously make some improvements in his product like a new fan which is more
power saver, introduce some new colors, change the weight of the fans, change the design of the fans, some
decorative features etc.


Pricing policy:
Company price policy is flexible. Here flexible means not this that company less or increase his
product price, but when company see that some less price fans come in the market, then they immediately starts
discounts on his price, start providing free gifts like watches. Cameras etc.

Competitors
Usha has a lot of competitors. Some of international brands, some national brands and lot of local brands. The
main competitors of Usha are as follows
Bajaj, Polar, Crompton, Khaitan, Havells, Orpat, etc
And in local brand Indian, Sarvotam,cyclone, etc.

Top five companies according to market share are :
CROMPTON
ORIENT
USHA
BAJAJ
KHAITAN
According to the above graph 51% fan market of India captured by
only five companies and in 49% All remaining brands are exist.
This distribution clearly says that on the basis of market share
Usha have 3rd place.
MARKET SHARE
Company involvement

Company appointed his 3-4 members team with each distributer and they
regularly keep their eyes in the happenings of market. They always are in
the touch of all distributers and all dealers. They always watch the
marketing process of distributers and the performance of dealers,
shopkeepers and sales teams.
They also conducted researches time to time to find out where the company
is gaining and where the company is lacking. And if lacking then why.
What is the factors due to which there competitors are able to doing well.
And eventually on the basis of their findings and conclusions they suggest
the company to make required changes in product features and there prices.
Benefits to the company

WITH THE HELP OF THIS REPORT COMPANY WILL ABLE TO :

Judge its actual position in the market
Aware with the competitors strategy.
Compare his marketing strategy with competitors strategy and will able to find out the reason
where they are lacking.
They will able to know the weakest point of their product and there strategy.
They will able to know the perception of customers and shopkeepers towards there product.
They will get the idea that how we improve our market share.

Bibliography

Marketing management (published by ICFAI)
Google search
Wikipedia
Local shopkeepers of kothrud, paud road and
karve road
Youtube
THANK YOU



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