Consumer durables major Electrolux Kelvinator Ltd, a subsidiary of US-based $18-billion Electrolux Group, plans to spend around Rs 4 crore on its advertising campaign for the latest launch of refrigerators ‘Bijlee’ and ‘Tamanna’. The campaign will target women and hit national and regional media in June. Outdoor advertising will also be one of the major tools for product promotion, Rajeev Karwal, MD & CEO of the company informed exchange4media.com today at the launch of the new products.
Addressing mediapersons on the occasion, he said ‘Bijlee’ is an in-house R&D developed product which will target a customer base of 13.1 million non-owner urban households with a monthly income of Rs 3,000–8,000. The product offers up to 12-hour power back-up and is designed with a built in power pack which facilitates it to operate on an external connected battery during cuts. In case of power failure or voltage fluctuation below 165 V, the power automatically changes over to the battery mode.
In the initial phase the company targets 5.7 million non-users concentrated in 10 major towns of North India. In the second phase, there are plans to enter B and C towns in the southern part of the country.
The product is priced at Rs 10,990 excluding battery charges. In the first phase around 2,000 units will be rolled out in the market and the number will be doubled in the following months, Karwal said.
Giving details about ‘Tamanna’, fridge with an inbuilt radio and message recorder, he said it is priced at Rs 13,990 and available in 230-litre capacity.
Tamanna reflects the desire in customers to use a refrigerator as a multipurpose household commodity. This new model will be initially launched in the southern and western markets and after few months it will be launched in the northern markets, Karwal said.
At present, Electrolux Kelvinator has around 13.5 per cent market in the refrigerator segment. The company has over 250 service centers across the country and plans to increase the exclusive Electrolux showrooms to fifteen in the capital by the end of this fiscal is on the cards, Karwal revealed when questioned about the marketing of the product. Easy finance schemes for the products will also be available shortly and talks are on with institutions like NABARD, he said.