Some consumer durable majors are eyeing the festive season once again to lure customers. Videocon, Electolux, Godrej, Hitachi, Maharaja Appliances and Bose are gearing to make this festive season special with gifts being offered on every purchase.
Godrej wants its customers to get the most value from their festive shopping. On every purchase of a Godrej air conditioner, washing machine, microwave oven or refrigerator, a customer is assured a dazzling high value household gift. Depending on the appliance purchased, every buyer will get a 26-piece matte finish stainless steel dinner set worth Rs 3,490 or a non-stick cookware set worth up to Rs 1,190. “At Godrej, we are committed to creating maximum value for customers with best products, services and schemes. After giving them the best of innovative products this year, we are now offering festive gifts which are ideal for this season,” said Kamal Nandi, VP-Sales and Marketing, Godrej Appliances. He added that the ad spend during this festive season is Rs 7 crore.
Electrolux’s festive offering promises a gift with the purchase of every Electrolux appliance. Anirudh Dhoot, CEO, Electrolux, said, “The main focus of Electrolux is to cater to the consumer needs and wants. We are spending Rs 6 crore on festive promotions, which will comprise radio, newspapers, billboards and in-shop displays. We are expecting a business of Rs 200 crore during this season.” The company is also launching a new range of frost free refrigerators in 310 ltr and 340 ltr capacities, as well as a Deo refrigerator in 280 ltr capacity.
According to Harish Kumar, Managing Director, Maharaja Whiteline, “We are offering two-tier schemes for traders and consumers, and have coined almost 6-8 per cent schemes based on the volume and turnover of the trade partner during the festive season. The schemes for our trade partners are in the format of tour incentives and discounts on bulk purchase. Schemes we intend to advertise for consumers are assured gifts on every purchase, exchange offers, and attractive festive prices depending upon the market and product categories.”
Kumar further said that the company was planning to spend almost 40-50 per cent of promotional budget during the festive season. “We will focus on BTL and on-ground promotions to have an interface with the end consumer. Additionally, we shall support the festive offers through print and electronic media. In fact, we have already done a pre-festive burst on TV channels last month,” Kumar elaborated.
Bose Corporation is also offering a slew of freebies. On the purchase of any Bose Lifestyle system, one can take home another Bose system free. A Bose Wave music system is being offered along with a Lifestyle 48 DVD home entertainment system. A Bose Lifestyle RoomMate powered speaker system is offered free with a Lifestyle 38 DVD home entertainment system or Lifestyle 35 home entertainment system. One gets a Companion™ 3 Series II speaker system with Lifestyle 28 DVD home entertainment system, while a Companion 2 Series II Speaker System is being offered with a Lifestyle 18 DVD home entertainment system.
Ratish Pandey, General Manager, Bose Corporation India, said, “Come October, we celebrate the season of festivals with great fervour and enthusiasm throughout the country. To join in the celebrations and to make the season even more festive, we bring in these wonderful offers for our customers.”
Hitachi has unveiled the limited edition of Hitachi HD Art series in order to promote Indian artists, and has entered into an exclusive alliance with acclaimed painters Niren Sengupta and Manav Gupta for their ‘Chromatic Splendors’ and ‘Metaphor of Dreams’ series, respectively. To highlight the impression of an artwork, the limited edition of these plasma and LCD televisions comes along with exquisitely designed premium quality art frames. “This festive season, we expect to clock a 200 per cent growth in sales as compared to the same period last year. As the Indian market matures and consumers become more discerning, consumer education plays an important role in helping them appreciate technology,” said Tarun Jain, Country Head, Hitachi Home Electronics.
Videocon has recently announced the Videocon Diwali Dhamaka, whereby consumers can look forward to assured gifts like MP4 players with video, electronic safes, vacuum cleaners, pearl sets, 4-in-1 rechargeable torches, cordless headphones with FM, dinner sets and travel bags, among others, on select product purchases.
Shekhar Jyoti, Vice President-Marketing, Videocon Industries, said, “Videocon is geared to take full opportunity of this festive season, with a target to grow at 35 per cent over last year with a turnover of Rs 500 crore. We are investing Rs 40 crore on advertising and promotions with a wide array of exciting activities. The Videocon Diwali Dhamaka offer is a combination of best price, attractive assured gifts, extended warranty and a bumper prize. The entire promotion is centred on offering assured gifts like vacuum cleaner, electronic safe, cordless headphone, pearl set, dinner set, and bumper prize like laptops and camcorders, in association with Contest2win.”
Consumer durable players ready with festival bounty for consumers; focus shifts from freebies