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Consumer durable players ready with festival bounty for consumers; focus shifts from freebies

Consumer durable players ready with festival bounty for consumers; focus shifts from freebies

Author | Pallavi Goorha | Monday, Oct 15,2007 8:06 AM

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Consumer durable players ready with festival bounty for consumers; focus shifts from freebies

Consumers are spoilt for choices this festive season, with consumer durable majors like LG, Samsung, Whirlpool, Haier and Philips offering their latest products and attractive deals. However, this year, consumers are likely to miss out on freebies and discounts as the leading players are focussing more on the products on offer. Ad spends for the festive season have also been hiked by most companies.

Revealing Whirlpool India’s plans, its Vice-President, Marketing, Shantanu Dasgupta, said, “We have launched our promotional campaign for the festive season, where we have talked about the range of new products as part of our strategy to establish Whirlpool as a complete home appliances company by the year end. We have earmarked Rs 70 crore for marketing and advertising of which, Rs 20 crore will be used during the festive season.”

Whirlpool’s promotion focusses on the ‘Magic Chalao, Dream Home Sajao’ offer. The highlight of the promotion includes 30 home makeovers that can be won on purchase of Whirlpool products in the month preceding Diwali. Customers would also get two assured gifts on the purchase of any Whirlpool product. The company also launched a new range of lifestyle products in two of its major categories – refrigerators and microwave ovens.

LG is also planning big, allocating Rs 100 crore for its festive season promotional plan. The company is steering clear of discounts this year. “We will not be offering any freebies this year. We’d rather focus on customer experience, technology and after-sales service rather than enticing consumers with short-term benefits like gifts. We will be spending three times of what we had spent last year. This will help us create more loyal consumers in the long-term,” explained V Ramachandran, Director-Sales and Marketing, LGEIL. New products on offer from LG include CRT TVs, home theatre systems and microwaves.

Samsung has also introduced new products including refrigerators such as the world’s first ‘Quatro’ cooling refrigerator, a new range of Silver Nano semi-automatic washing machines and 70” LCD TV with LED technology. R Zutshi, Deputy Managing Director, Samsung India, said, “Our special offering for the festival season this year comprises an exciting new array of audio video and home appliance products and assured gifts across all our products. Our festival campaign, ‘Har Ghar Mein Khushi, Har Ghar Mein Samsung’, represents our company’s efforts to give our customers greater customer satisfaction and happiness through our innovative technology products.”

“We expect to do business worth Rs 1,200 crore on an all-India basis during the promotion period,” said Pradeep Tognatta, Director-Sales & Marketing, Samsung India.

Customers will get an assured gift on the purchase of any Samsung audio video or home appliance product during the promotion period. These gifts range from glass sets, dinner sets to Tata Sky set top box, which is being given with all 32” and above screen size LCD TVs. For LCD/plasma TVs in the screen size of 46” and above, the company is also giving a free installation coupon along with a Tata Sky set top box. The total value of gifts being given away during the festive season is worth Rs 35 crore. This promotion period is from October 12 till November 15.

Chinese consumer electronics company Haier is all set to send a lucky winner on a four-day all paid trip to the Beijing Olympics, being held in 2008as part of its festive promotional offer ‘Haier Lao, Olympics Jao’. The festive offer lasts from October 10 till November 15. Haier is the official sponsor of the Beijing Olympics 2008. This apart, customers can get assured gifts by scratching a card on the purchase of Haier products. There are also ‘Combo’ offers and ‘Exchange’ offers to celebrate the festive season.

R T Rajan, Vice-President, Sales & Marketing, Haier Appliances India, said, “We are in the process of consolidating our network after setting up our new manufacturing unit near Pune. This year we expect our total sales during the festival season to be around Rs 100+ crore.”

Sony India is investing Rs 30 crore for the Diwali festive promotions. The company has recently unveiled a new TVC for its Bravia range of LCD TVs called ‘Colour of India comes alive’. Masaru Tamagawa, Managing Director, Sony India, said, “The brief we gave to the ad agency was to show the different colours of India in the new LCD TV range. Our TV and print campaigns broke on October 12. While the print campaign has appeared in all the main dailies and few magazines, the TV campaign is currently aired on STAR Plus, HBO, and NDTV, among many other channels. The outdoor campaign has already broken all over India.”

Philips, too, has some exciting offers on their domestic appliances products. Rakesh Sharma, Senior Director and Divisional Head, Philips India, said, “We have festive offers and special promotional offers for our customers. We are expecting our sales to go up by 25 per cent during the festive season.”

H Asou, Chairman, Panasonic India, said, “We are spending $2 million on our campaign for the festive season for all our products. We will be rolling out BTL and ATL activities soon.”

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