MAM

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

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/20/ad.jpg?itok=pYWqIUIX
Ajay Devgn venture ny cinemas engages ccs for branding & cinema styling strategy

MUMBAI: NY Cinemas, a venture by Ajay Devgn, plans to launch a 100 new multiplex theatres across India in the next one year, and has entrusted Mumbai-based creative agency Colour Craft Studio (CCS) with creating a brand and cinema styling strategy that will give Indian audiences a never-seen-...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/20/gutenberg.jpg?itok=yVfRiv2x
Gutenberg Wins Gold in PR Asia Awards for 2018

Gutenberg, an award-winning global and integrated digital marketing communications firm, has been named a gold winner in the Public Affairs category by PR Awards Asia, an organization celebrating the most outstanding, inspired and successful campaigns, individuals, and companies in Asia-Pacific’s...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/20/luca.jpg?itok=pG-joEID
Mondelez International elevates Luca Zaramella as EVP CFO

Mondelez International has elevated Luca Zaramella, appointing him as EVP chief finance officer.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/20/ranveer.jpg?itok=4IkMY_CR
Can Ranveer Singh breathe life into the Swiss tourism industry?

MUMBAI: Everyone loves a little vacation once a year. They say, Travel makes one modest, you see what a tiny place you occupy in the world. The tourism industry today is booming with the number of people travelling to foreign destinations witnessing a three-fold rise.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/20/pack.jpg?itok=cpHATQn6
Neha Kakkar pays Tribute to Friendship with Mindshare, Y-Films & Brooke Bond Red Label’s 6 Pack Band 2.0

Neha Kakkar, one of the most popular singers of this generation, known for her chartbusters like Chull, Kaala Chashma, London Thumakda and more has now extended support for mental health & disability by cutting a new single with a special needs band. The band created by Mindshare & Yash Raj...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/nucleus.jpg?itok=NN2IJQsL
Nucleus wins PR mandate for Zolostays

Nucleus Public Relation has bagged the PR mandate for Zolostays, a co-living solutions provider, as it looks to enhance its brand visibility in India. Zolostays offers affordable, fully managed accommodations, which include food, utilities and housekeeping services.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/pradeep.jpg?itok=fr8Pv-PV
Uber appoints Pradeep Parameswaran as its new India head

Ride-sharing app Uber on Tuesday appointed Pradeep Parameshwaran as its new India and Asia head. The company's move is in line with its aim to double down on its investment in the country, as it looks to grab market share from home-grown rival Ola (ANI Technologies Pvt Ltd).

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/goal.jpg?itok=0hBJnd6r
Adidas wakes up entire neighbourhood to celebrate Football

Dentsu Aegis Network’s flagship media agency Carat, has partnered with the network’s OOH agency Posterscope, to launch a massive campaign for FIFA World cup 2018. The idea was to create buzz and excitement around FIFA and to own conversations around the World cup for Adidas in a cricket dominated...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/choice.jpg?itok=U7_vGu3m
Blush’s latest video titled ‘The Choice’ in association with Indira IVF

Indira IVF, in collaboration with Culture Machine’s digital channel ‘Blush’, released a video titled ‘The Choice’, as a part of Blush's on-going Mothers & Daughters series.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories