Anchor Roma Switches
INDIA'S LARGEST SELLING MODULAR SWITCHES
IP 20 protection with captive screws
Switches with arc Shield protection
Sockets having uniform plug insertion and withdrawal force
1000mAh USB charging port with short circuit and surge protectionSpecialty range available for residential, commercial & hospitality use.
Beauty sets the tone for life. The more beautiful one's home is, the more beautiful life becomes. Roma, India's Largest Selling Modular Switches, comes with a variety of beautiful Colors, textures and finishes that virtually blends with any home decor. Explore the Roma product range and add some beauty that inspires!
Roma Switches : India's Largest Selling Modular Switches
Brand : Roma
Company : Anchor ( Panasonic)
Brand Analysis Count : 516
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 " Watch the ad here : Anchor Roma
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 .
Watch the ads here : Roma Butterfly ad
Roma Marble Ad
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.
. Being the largest, biggest, etc give some kind of an assurance to the consumers regarding the quality, reliablity , support etc.
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