The beginning of Navratris is when the adrenalin of marketers starts flowing. This is the time to make a beeline for customers’ purse strings, whether by making them scratch-and-win or twist-the-device. After last year’s pataka offer, this year LG has come up with ‘Dhoom Macha De’. Not to be outdone, arch rival Samsung has come out with ‘Pinning Toh Winning Offer’.
LG has announced the launch of its mega offer for Diwali starting October 14 and lasting till November 15. “We are confident of adding excitement to this festive season with the launch of this promotion,” said Salil Kapoor, head of marketing, LG India. “LG is expecting to achieve 31 per cent value growth in the electronics category, 43 per cent value growth in appliances and 48 per cent in the IT category at the end of the festive season. A total turnover of Rs 1,300 crore is targeted from festival season sales across all product categories,” he said. Last year, the company had raked in around Rs 900 crore from festival sales.
The “Dhoom Macha De” promotion will enable customers to win exciting prizes by twisting a rocket. The gifts vary from high value products like projection TVs, wireless home theatres, DIOS regfrigerator, TROMM Washing Machines, Flatron TVs, microwave ovens and airconditioners. You could also win flasks, dry iron etc. There is also a bumper prize and the winner would win a luxury car and a visit from Indian cricketers who are LG’s brand ambassadors.
Category-wise contributions estimated this festive season is 50 per cent from consumer electronics, 35 per cent from appliances, 10 per cent from IT and 5 per cent from GSM, Kapoor said.
Asked about promotional spends, Kapoor said, “Overall, the promotional budget is Rs 100 crore. There will be a nationwide advertising campaign beginning tomorrow (Thursday). The campaign will play around the theme ‘Dhoom Macha De’ and ‘life is good’. We are looking at 360-degree communication. We have kept the message simple and interactive so that it reaches small towns and rural areas too.”
Competitor Samsung has also introduced a similar promotional scheme called ‘Pinning Toh Winning Offer’. It will run on an all-India basis. The consumer stands to win an assured gift on the purchase of any Samsung product. The company has lined gifts worth a total of Rs 100 crore.
On purchase of any Samsung product, the buyer will be given a card with a unique 16-digit alpha-numeric code. All that the consumer has to do is SMS “SAM” followed by the 16 character code to 8888. He or she would immediately get a message mentioning what gift has been won. This works on both the GSM and CDMA platform. The Samsung ‘Pinning Toh Winning Offer’ is on between October 6 and November 25.
Said Ravinder Zutshi, Director, Samsung India Electronics, “The ‘Pinning Toh Winning Offer is our latest consumer promotion for the festive season. By launching this campaign we expect to maximize our sales during the festival period. The company will be going in for aggressive print, outdoor and television advertising to support the promotion.”