After having forayed into the air conditioner market last year, Godrej Appliances has launched a new range of their Eon split ACs with a new technology. The new ACs have two temperature sensors with the new i-Sense technology; thereby facilitating the same temperature that can set through the remote control.
Kamal Nandi, Vice-President, Sales & Marketing, Godrej Appliances, said, “Godrej has managed to have a strong presence in the high-end split AC segment ever since it entered the market in 2006. After a survey we had conducted, we found that it is not the cost of the AC, but the high cost of running one that deters people from buying it. That is how we launched the Eon AC with i-Trec technology, which aided in saving on energy cost. We clinched a market share of 4.5 per cent, having manufactured 75,000 units. In the next fiscal year, with this new launch, we are looking at doubling the units to be manufactured.”
According to Nandi, the AC market was a promising one and was growing at a rate of over 25 per cent each year. “We entered the market with 18 new models and are launching 25 new models this year. We will be launching more AC models with new technologies each year as we have been doing so for other appliances.”
While the media spend for the entire gamut of Godrej Appliances is 5 per cent of the turnover, the media spend for the Eon AC campaign is Rs 10 crore. The marketing plan for the new AC involves a 360-degree campaign across all media, while JWT continues to be the agency handling the brand.
Meanwhile, the Godrej brand is in the process of undergoing a facelift. Since Godrej is known to be a trustworthy heritage brand, it is banking on the same factor to attract consumers in the 25-40 age group. The brand is being developed into a youthful one for the same. Stylish products with more colours and an emphasis on aesthetics and innovations are being worked on for a new look of the brand.
“We have roped in Preity Zinta as the brand ambassador since she represents the essence of the Indian youth,” Nandi said.
A new TVC for Eon ACs with i-Sense technology will go on air next week. More campaigns for other Godrej products are being developed with Zinta.