Roma Switches
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Roma Switches : India's Largest Selling Modular Switches
Indian switch market is estimated to be around INR1800 crore and is dominated by
Anchor with a share of 50%. Anchor Electricals which is one of India's largest electrical
products company was formed in 1963 and virtually created the branded electrical
accessory market in India. The company effectively filled the need for quality and
reliable electrical products in a market dominated by unorganized players.
In 1976, the company launched India's first Piano type switch with the sub-brand Roma.
The product was highly successful and Roma became India's largest selling modular
switch. ( Source : superbrand). In 2007, Anchor was taken over by Panasonic and now
is a subsidiary of the global giant.
Roma is the market leader in the INR 800 crore modular switch market. The brand was
earlier promoted as a sub-brand of Anchor ( Anchor Roma) and was heavily supported
by the company interms of its brand building efforts.
Anchor should be very much appreciated for building a brand in a boring product
category like switches. The brand was able to change consumer's perception about
products like modular switches. One has to take into account that consumers where not
considering switches as style statements but as a functional product.
Roma was promoted by Anchor by highlighting its aesthetics and reliability. The brand
earlier had the tagline " Zindagi Khubsoorat Banaye "
After the acquisition by Panasonic , Roma was elevated as an individual brand
endorsed by " Anchor by Panasonic " . Roma also launched its premium range branded
as Romoa Viola and promoted by a hyperbole type ad.
Roma is again in the consumer's mindspace because of the new campaign revolving
around the brand's claim of being the " Largest selling modular switch brand in India". In
positioning parlance, the brand has taken on Category Positioning .
The ads are created for only one purpose i.e to highlight the fact that Roma is the best
selling switches in the country. The brand also have the tagline " India's largest selling
modular switches ". This is a straight textbook strategy of owning up the category and
positioning as the category leader.
The basic premise of the campaign is that consumers are not aware of the leadership
position and the brand wants to remind them so as to assure that they are buying the
market leading brand. Although the theme of the ad, its setting has a total disconnect
with the product, the campaign however drives the message to the mind of the
consumer.
I remember Orpat and Ajanta brands positioning on the platform of being the " Largest ".
Being the largest, biggest, etc give some kind of an assurance to the consumers
regarding the quality, reliablity , support etc.
Although being the " Largest " has its own set of advantages, Roma needs to cover its
flanks because lot of brands like Legrand, Havell etc were able carve out mindspace by
positioning on aesthetics , reliability etc.Harping on being " The Largest " may not be
enough.