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| indiantelevision.com's MAM Special Report |
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Focus on '3 core benefits' won for Orient Fans
air supremacy war
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Indiantelevision.com Team
(21 September 2002 6:00 pm) |
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 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.
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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-à-vis the actual price
difference (33 %).
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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- |
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Year
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Orient PSPO Sale
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1993-94
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15,83,541
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1994-95
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14,43,416
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1995-96
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16,82,463
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1996-97
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18,04,000
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| . The communication strategy & execution
created the much needed differentiator and once again established
the value of a brand. Orient Fans became the market leader amongst
the organised sector and increased their sales by 67 % in 4 years.
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