TARGET

∙ USHA has 4 types of sewing machines, and each machine has different kind
of target audience according to their characteristics.

∙ Memory Craft- computerized, embroidery, high speed.

∙ Zig Zag Usha Janome- unleashes creativity, easy to use

∙ Industrial: Hi-speed & Domestic- works on all types of fabric, high speed,
Industrial purposes.

∙ Straight Stitch- old school model, strong, go to for tailoring needs.

TARGET AUDIENCE FOR
∙ Memory Craft- FASHION DESIGNERS, BOUTIQUES AND CREATIVE
PEOPLE

∙ Zig Zag Usha- YOUNG WOMEN AND YOUNG GIRLS ( AGE 8 TO 14)
∙ Industrial: Hi-speed & Domestic- CLOTHING BRAND
COMPANIES

∙ Straight Stitch-TAILORS, OLDER PEOPLE

 BASIS OF TARGETING
∙ UNDIFFERENTATED MARKET TARGETING ( MASS TARGET)-
USHA SEWING MACHINES TARGET WOMEN FOR THEIR PRODUCT
LINE..

∙ DIFFERENTIATED MARKET TARGETING( SEGMENTED)-

FURTHER TARGET AUDIENCE IS DIVIDED IN TWO SEGMENTS
(A)INDUSTRIAL MARKET
(B) NON-INDUSTRIAL MARKET

∙ CONCENTRATED MARKET TARGETING(NICHE)– USHA ALSO

HAS SEWING MACHINES WHICH ARE FOR SPECIFIC KIND OF
AUDIENCE LIKE MEMORY CRAFT FOR FASHION DESIGNERS AND
ZIG ZAG BARBIE MACHINES FOR YOUNG GIRLS.

∙ MICRO MARKETING ( LOCAL AND INDIVIDUAL)- USHA DOESN’T

PLAY IN MICRO MARKETING.
 POSITIONING
∙ USHA has tried to position its sewing machines by becoming hope of women by taglines like
‘USHA HAI TO ASHA HAI’
∙ USHA is a brand which presents itself easy to use and reliable.
∙ USHA has also tried to attach a feeling of women empowerment by opening Swavalamban
Silai schools and starting a series of Khushalta ke kadam
∙ USHA directs that purchasing it will bring happiness and warmness in your life.