Focus on '3 core benefits' won for Orient Fans air supremacy war

Orient PSPO was launched as a technological breakthrough. It was positioned as the Latest Air Delivery Technology with a clear tone of finality in the television, press and outdoor advertising. Based on the concept of PSPO which was put forward by Mudra, Orient Fans redesigned the entire range of ceiling fans.  

In the year 1993, the electrical fan market was dominated by the top 5 brands - Usha, Orient, Crompton, Polar & Khaitan- who controlled 70 % of the market They also enjoyed 95 % awareness in the market. However, they were gradually losing market share in a low growth stagnating market where the rapid growth of the unorganised sector (10 % annually) was giving them stiff competition. Orient's sales were dropping rapidly and from 13,17,904 units sold in 1991-92, it went down to 10,74,441 units in 1992-93.

To overcome this a Brand Enhancement Value (BEV) test was done to find out the incremental values that organised sector brands provided. BEV determines the premium that the consumer is willing to pay for a Brand 'X' over Brand 'Y', given that 'X' and 'Y' serve the same purpose.


The BEV for Orient (an organised sector brand) was 9.5 %. The organised sector fan buyer admitted that Orient was a better fan and was prepared to pay only Rs.50 extra for it. The reality was that Orient fan was priced 33 % higher than an unorganised sector fan. There was this huge gap between perceived value (9.5 %) vis-?-vis the actual price difference (33 %).



After knowing the results of BEV test, Orient adopted the new marketing strategy of redefining the quality benchmarks to provide the much needed brand differentiator both for the organised sector and unorganised sector competition.. A closer look revealed that the three core benefits of a fan - Air Delivery, Reach of Air & Electricity Consumption had not been focused by any brand. The lab results showed that Orient fans performed far better in these '3 core benefits'.

In order to make the '3 core benefits' simpler to advertise, benefits were unitised and named as PSPO.

PSPO is -

Air Delivery * Sweep Area of Fan

Electricity Consumed  

On Mudra's recommendation, Orient maximised the equation by improving the parameters and also changed the basic design of the blade for a new look and better performing fan. Thus, PSPO (Peak Speed Performance Output) became the new benchmark of quality & technology for the Fan industry.

After all this Orient focused on the communication and creative strategy. Very soon, the TV commercial "PSPO nahi jaanta" became a talking point. Again research was conducted to check out the brand awareness after the launch of PSPO and it shown that in Jan `95 (5 months after the launch), awareness of PSPO was 53 %. By Sept `96, the awareness had gone up to 72%. Also there were considerable increase in the sales of PSPO.

The sales were recorded as under-


Latest Reads
Havas appoints Mediacom's Karl Wu as Greater China CEO

Havas Media Group has appointed media and marketing specialist, Karl Wu, as the CEO for Greater China. Based in Beijing, Wu will be responsible for Havas's brands -- Havas Media and Arena Media, as well as Havas Group pure player agencies Socialyse, Affiperf, Ecselis and Mobext. The media group...

MAM Media and Advertising People
Gulzar lightens up Luminous's Diwali

MUMBAI: Luminous has launched a unique social campaign that celebrates a part of Diwali that we often forget to talk about. While most Diwali campaigns talk about spending and splurging, others talk about the display of lights and fireworks across the country. This campaign, however, goes away from...

MAM Marketing MAM
Multi-media ad campaign to popularise gold coin

A year after it was first launched, a multimedia advertising campaign is being launched to drive awareness around Diwali on the availability of the Indian gold coin by the Mines and Minerals Trading Corporation along with World Gold Council. Being launched this week, the campaign will cover...

MAM Media and Advertising Ad Campaigns
Vizeum launches Binary, special advisory unit for media clients

“Media business is, in the short term, headed for a tipping point, driven by the changing consumer-media interface,” emphasises Vizeum India MD Shripad Kulkarni, who strongly believes that media companies need a definitive transformation strategy in place now.

MAM Media and Advertising Media Agencies
Havas Media bags Rs 15-cr Sujata account

MUMBAI: Havas Media Group India has bagged the integrated media duties of Sujata, an Indian Consumer Electronics & Home Appliances brand for Juicer Mixer Grinders. The incumbent on the business was Exposure Media. The account will be handled out of Gurgaon office led by Uday Mohan. The...

MAM Media and Advertising Account
TV festive ad spend to reach Rs 8000 cr; experts divided

MUMBAI: The festive months of October and November are welcome months not just for you and your family, but for most Indian brands as well. After all, they eagerly wait for this early window when consumers loosen up their purse strings and put their Diwali bonuses to good use, aka, shopping.

MAM Marketing MAM
Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns

Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

MAM Media and Advertising AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories