It is interesting how Bajaj builded one of the largest dealer network of fans . Fans is a product which has largely indifferent customers .The category is a low involvement category and the decision maker is usually the male head of the family. There is a widely held consumer belief, which was unearthed in a systematic probing of indifferent minds, through extensive research.However , Bajaj could understand this essential disadvantage of the category, very fast and create an emotional tune on its of Fan Product . What was the emotional tune ? It was keyword - " Sabse Tez"
This insight is that the fan that moves fastest gives the maximum air and hence induces maximum cooling and thereby gives the maximum comfort. As long as the body can ‘feel the air’ satisfaction is assured.
Bajaj Fans decided to capitalize on this core category benefit sought by the consumer and decided to position the umbrella brand Bajaj Fans as a range of “Subse Tez” or “Incredibly Fast” fans and hence a range with the highest air delivery. The “Subse Tez” tag line also made the fans being perceived as “Technically Superior”, which was an added consumer benefit.