Festive season buzz and shopping has already begun. White goods marketers are all geared to make the most of the annual buying frenzy, with most eyeing as much as 40 per cent rise in sales during this season. exchange4media spoke to some major players like LG Electronics, Samsung, Haier and Whirlpool to find out about their sales and marketing plans around this festive season as well as their expectations.
According to experts, the Rs 32,500-crore white goods industry is expected to generate business worth around Rs 11,000-12,000 crore by October. R Zutshi, Deputy Managing Director, Samsung India, said, “We are looking at a business of Rs 1,700 crore from our consumer electronics business during the September-October ’09 period, which will translate into a 40 per cent growth over our sales in the corresponding period last year,”
Samsung India has announced the launch of special consumer offers for the festival period. Commencing from September 10, 2009, the special offers will be valid till October 31, 2009, pan India and are available on select Samsung Consumer Electronics and Home Appliance products.
As part of the mega festival consumer bonanza, consumers buying Samsung LED TV in 40 inch and above screen sizes will get a 22 inch Samsung LCD TV LA22B450 free. Samsung has three LED Series - 6000, 7000 and 8000 - available in the Indian market across 32”, 40”, 46” and 55” screen size segments, priced between Rs 69,900 and Rs 350,000. In addition, consumers buying a 32” LED TV or any Samsung Plasma or LCD TV in the screen size of 37” and above will also get a Samsung DVD Player – H1080 as an assured gift. For consumers purchasing the popular size 32” LCD TV, the company will give away a high quality DVD player as an assured gift, and for consumers buying LCD TV in screen sizes 22” and 26”, Samsung is offering a 50-movie DVD pack for free.
Zutshi added, “Our special offering for the festival season this year comprises exciting and assured gifts across key products groups within our portfolio. Based on our vast array of leading technology products and the complementary gifts that we are giving during the festival season, we are seeking to enrich the lives of our consumers and give them a better life.” The mega consumer promotion also offers an attractive saving of up to Rs 5,000 on a combo purchase of any Samsung Panel TV and a Samsung Home Theatre System. In addition, consumers also get an assured 50-movie pack free on purchase of any Samsung Home Theatre system. Consumers buying a Samsung Digicam or a Samsung Camcorder will also get a free 4GB memory card along with a carry bag for the same. The company is also making available a special Diwali Exchange offer on its Slim Fit televisions along with a triple zero finance offers for consumers.”
V Ramachandran, Director - Sales and Marketing, LG Electronics, said, “We are targeting 35-40 per cent growth in our sales over the last year’s festive season. We are launching new products across all categories of LG. We have increased ad spend by 10 per cent over last year.”
Amitabh Tiwari, Business Group Marketing Head - Home Entertainment, LG Electronics, added, “LG is eyeing sales worth Rs 2,800 crore during September and October. We will be spending around Rs 150 crore on advertising, dealer promotions and zero per cent interest schemes for buyers.”
Whirlpool has also started building up inventory. Shantanu Das Gupta VP - Corporate Affairs and Strategy, Whirlpool India, said, “We expect a turnover of Rs 550-600 crore from sales. We will have special offers for washing machines, microwaves and water purifier and gifts for consumers.” The company plans to spend Rs 50 crore on promotional campaigns and offers.
Haier has commenced its festive season marketing initiative by unveiling its ‘Bhagya Lakshmi’ festive offer. With its thrust on premium category products, Haier is targeting a growth of 25-30 per cent over last year during this festive season. The offer has commenced from September 19 and will continue till October 18, 2009. Haier’s ‘Bhagya Lakshmi’ festival promotional offer provides an opportunity to its customer across India (except Kerala) to win assured cash back up to 100 per cent, besides exciting gifts and special combo offers on the purchase of any Haier refrigerator, washing machine, air conditioner and CTV during the promotion period. The range of giveaways includes gold-plated cutlery sets, discount vouchers for diamond jewellery, DTH connections, microwavable containers and travel bags.
Elaborating on the offers, Shanta Roy Sanjeev, Head - Marketing, Haier Appliances India, said, “Haier believes in consumer centric initiatives, which build the proposition of the Haier brand and bring joy and comfort to the homemaker’s life. We are looking forward to an excellent festive season with overwhelming support from consumers and traders. Haier’s focus this festival season will be on rewarding its loyal customers and attracting new ones to the Haier family. We want our customers to make value-based purchases, but at the same time also give them extra value besides their purchase. We are confident of reinforcing our market position and by launching this campaign we expect to maximise our sales during the festival period.”