A brand track conducted by IMRB in 1996 and 1998 had revealed that while theUsha brand stood for quality, durability and value for money, it lacked amodern, contemporary image. Since then the company's communication efforthas been targeted at altering this image. This year, the process gets aspecial impetus with a number of other initiatives being put into place.

The new target customer for Usha is in the 18-25 age group-the decisionmakers of tomorrow. This group does not connect very well with the brand,with the core Usha buyer today being in the 35 plus generation, who isfamiliar with the brandname. The aim then is to pitch for the youth, andbring the brand into the ambit of their consciousness, so as to occupy topspace at the time of decision-making.

Making a beginning with internal functioning, the company is upgrading itssystems, making its operations completely computerised and putting an ERPsystem in place. Says P Narayan, VP, UIL, ``By May 2001, we should completethis exercise. The second phase will see the launch of B2B operations, withdealers, buyers and business clients, and all information online by October2001. In the third phase we are expecting to start B2C operations by April2002.''

UIL is also revamping its Website to make it as interactive as possible.Explains Anju Munjal, GM, Marketing,``Plans are underfoot to update theinformation on the site every 15 days and make it interactive by addingcontests, chatrooms, fashion (beginning with designer Ritu Kumar), fashionforecasts (with a panel of designers to forecast new trends), best lookinghomes and tips on the choice/placement of fans. There will also be recipesfrom the Lexus Cook Book and household tips.''

New-look products
In a related move to enhance the brand image, the company is introducing aslew of new, upgraded products, specially in its core business of sewingmachines and fans. In the fans range it is introducing better looking, sleekmodels that include all-plastic (Mistair) and a chrome-finished range(Sterling) for the first time. In small appliances, a food processor is tobe launched in August, whereas in air conditioners a new range of ACs andwater coolers will be marketed following a JV between Siel Ltd and the $5billion Japanese company Daikin Industries.

Similarly, in sewing machines, in a move to target the younger generation,it has introduced newer models, besides making special efforts to popularisesewing. It has tied up with the National Institute of Fashion Design (NIFT)to design dress patterns. With one pattern having six options, likedifferent necklines and sleeves, each pattern costs Rs 100, and will beoffered with a special non-staining carbon paper and a free fly wheel, whichallows the pattern to be reused.

Attractively packaged, the patterns are being positioned as a gift item, sothe company is tapping different distribution routes, like bookshops andWebsites, besides its own outlets.

To rope in youth into its fold, the company has instituted a Best MarketingStudent Award of Rs 50,000 at MDI, Gurgaon and the Symbiosis Institute,Pune; and an award of Rs 20,000 for the best garment construction at NIFT.Usha International claims to have 53 per cent market share in sewingmachines, 20 per cent in fans and 15 per cent in home appliances. It hopesto see a two-three per cent growth in these segments this year.