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Indesit adds to home appliances product portfolio; unveils advertising and marketing plans

28-April-2008
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Indesit adds to home appliances product portfolio; unveils advertising and marketing plans

Italian household appliances manufacturer Indesit has chalked out aggressive growth plans for India. The company will cater to the premium segment of the home appliances market with the range of standalone, built-in and kitchen appliances range of products.

ETA Star Appliances, a fully-owned subsidiary of the US $5 billion ETA Ascon Star Group, will market and distribute the Indesit range of appliances in India. ETA Star Appliances had signed a marketing agreement with Indesit in February 2008.

The products are targeted at the young, successful, double income earning Indians, who are constantly looking for open layout apartments and designer styles.

Suresh Kumar Bandi, GM-Marketing, ETA Star, said, “We broke the teaser campaign on April 20 on channels like NDTV, CNN-IBN, Times Now, HBO, Discovery and Star News. We have also advertised on certain regional channels like PTC, Malyala Manorama, Sun, Kalaignar, TV9 and STAR Majha. The full-fledged campaign broke on April 22.”

O&M is the creative agency behind the campaign, while GroupM is the media agency.

Bandi further said, “We are targeting sales of Rs 150 crore in the next one year. Our products would be priced 15 per cent more than the premium products.”

Simone Galeazzi, Managing Director, Indesit, Asia Pacific, said “The Indian consumer market is at its prime and our products will offer state-of-the-art products with exquisite styling and finish.”

Bandi added, “We plan to have 15 exclusive stores across India by September 2008. In the next financial year, the Indesit brand would be present in over 60 cities. The company also plans to open exclusive brand shops, which would be one-stop destinations for world class products. At present, we are selling through premium multi-brand stores. We are targeting metros and mini-metros like Delhi, Chandigarh and Amritsar. In Uttar Pradesh, we are targeting major towns like Lucknow, Allahabad, Ghaziabad and Varanasi.”

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