The Rs 600-crore Godrej Appliances Ltd., has embarked on a slew of marketing initiatives to promote its entire range of refrigerators and washing machines this summer. The company is also planning to upgrade its existing range of washing machines in June this year.
According industry sources, to meet the target, the company is planning to set up new merchandise at select 100 dealer showrooms across the country at an investment of Rs 50 lakh to Rs 1 crore this year.
The company is focussing on pursuing customers to enter into an annual maintenance contract called “Godrej Smart Care” in Mumbai and Delhi. The company is planning to roll-out an aggressive mass media advertising campaign soon.
Godrej is also planning to upgrade its existing ‘Godrej SmartWash DigiClean’— a 6 kg semi-automatic washing machine (SAWM) to a fully automatic washing machine (FAWM) in June this year.
Currently, ‘Godrej SmartWash DigiClean’ SAWM which is priced at Rs 9,500 offers convenience of a FAWM through electronic control. From June onwards, ‘Godrej SmartWash New DigiClean’ will be priced between Rs 11,000 and Rs 15,000.
Source: Financial Express