In a bid to garner more eyeballs during the Athens Olympics, consumer durable companies have chalked out new marketing initiatives and consumer promotions to spur growth of their products.
According to Videocon Group of Companies chairman VN Dhoot, the company plans to invest around Rs 20 crore on sales and promotion of this event this year. “We have set a target of selling four lakh Videocon CTVs this year. We will be launching new mass media advertising campaigns centered around the Olympics wherein Shah Rukh Khan will be the brand ambassador,” he added.
Meanwhile, Mirc Electronics—manufacturers of Onida CTVs—has recently flagged off a special nationwide offer called ‘Olympic to Olympic 4-year warranty’. The offer will provide a special four-year warranty on the entire range of Onida TVs bought between August 1 and 31, 2004.
Said Mirc Electronics Ltd vice-president (sales and marketing) V Chandramouli: “During the ‘Olympic to Olympic 4-year warranty’ period, we hope to sell 1.5 lakh Onida CTVs. We plan to invest Rs 4 crore in new marketing initiatives which will include in-shop promotions to enhance local visibility of ‘Onida’ CTVs as well.”
Added Sansui Ltd director-marketing Anil Khera: “To meet the evolving market demand for Olympics, the ICC Cricket Tournament and Diwali, Sansui has recently launched 11 new CTV models under the ‘Sansui’ and ‘The HardRock’ brands. It has set a target of selling three lakh CTVs during the events.”
According to Samsung India Electronics director (sales) Ravinder Zutshi, “Samsung India and the Indian Olympic Association have announced a cash award of Rs 15 lakh to gold medal winners in the Athens Olympics. Silver and bronze medal winners will be paid Rs 10 lakh and Rs 5 lakh, respectively, under the Olympic Maharatna Awards. The objective is to encourage the team to excel and come back with medals.”
The company spent about Rs 50 lakh for the training of five Indian medal hopefuls—Karnam Malleswari, Anju B George, Anjali Vedpathak Bhagwat, KM Beenamol and Abhinav Bindra.