Cashing in on the popularity of World Cup Cricket 2003, Mirc Electronics Ltd has charted out an aggressive marketing plan to promote its product range. The company is planning to launch a slew of consumer promotions with a budget of about Rs 12 crore.
In addition, it plans to launch new initiatives, which include a dealer trip scheme called ‘Onida Airline’. The company also plans to beef up its dealer network and extend its distribution network in a bid to cater to 700 new non-represented rural towns.
During the World Cup, the company hopes to sell around three lakh units of its entire range of CTVs, of which 30,000 units will constitute its flat CTV range. The company hopes to garner an additional 20 per cent growth through the new consumer promotions for the World Cup by March 2003.
As for its distribution strategy, the company plans to beef up its existing dealer network from 2,200 to an additional 300 dealers in the coming year. During the period, Mirc is also planning to launch a new dealer trip scheme called the ‘Onida Airline’ whereby dealers across the country will be eligible for foreign trips to the US, Australia and Singapore, depending on the dealer network and positive approach for making Onida a profitable brand. And with it, dealers’ profitability will also be maintained.
In addition, the company is also planning to launch two new television commercials in order to promote its entire range of home-theatre systems and ‘Black’ CTVs, with the adline ‘Onida will change the world’ by mid-December 2002.
Mirc Electronics is also looking at the possibilities of expanding its distribution network in rural areas to cater to 700 new non-represented areas with 5,000 plus population.