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Panasonic earmarks Rs 100 cr as ad spends

Panasonic earmarks Rs 100 cr as ad spends

Author | Shree Lahiri | Tuesday, Sep 13,2011 8:53 AM

Panasonic earmarks Rs 100 cr as ad spends

Panasonic India is all geared for the festival season with some attractive schemes for consumers this year and is pumping in Rs 100 crore for their promotional activities this year. Daizo Ito, President, Panasonic India, said, they were ringing in the festive cheer with a host of consumer schemes and offers.

Observing that India was a huge potential market, Ito added that the company was focusing on expanding further on the consumer durables front besides other categories as well. Panasonic is also taking forward its eco-friendly lifestyle peg.

As part of the festive bonanza, customers are being offered a range of assured gifts on purchase of any Panasonic product, ranging from TV, air-conditioners, refrigerators to washing machines. The gifts vary from Benetton travel bags, IPTV range, Panasonic rice cookers on purchase of TVs, start-up kit with the home appliances range, 4GB-8GB cards on select digital cameras and so on. Plus this gives consumers an opportunity to win more prizes, which include a chance to get direct entry to Zee TV’s reality show ‘Aapka Sapna Hamara Apna’.

Manish Sharma, Director - Sales and Marketing, Panasonic India, divulged that for the festive season, they were rolling out their ‘Dreams come true when Panasonic comes home’ campaign, besides launching new products. “We have a unique marketing initiative – Colours of Life campaign – across 21 states, showcasing our products too,” he said, adding, “Shortly we will be launching a beauty care campaign - Face of Beauty contest on TV.”

Promotional Activities
Of the advertising budget of Rs 100 crore, Sharma pointed out that 50 per cent would be allotted to ATL and 40 per cent for BTL activities. “It will be heavy on TV, followed by print (412 inserts), radio (15,000 spots), and cinema (50,000 spots). BTL would cover in-store promos, roadshows, exhibitions, and POS materials,” he added.

Apart from the metros, there is a shift to the smaller towns this year. Sharma shared, “30 per cent of our revenue coming in the September-October period. India is moving towards Tier II and III cities, and we also have great potential there with 35 per cent contribution to our revenues. Of course, the metros remain a big potential, contributing to 65 per cent of the revenues.” As for the online budget, Sharma disclosed, “Ít is about 2-5 per cent. On social media, we have about 15,000 fans, and we started only 60 days back. We intend to cross 1 lakh by the end of this year.”

He further said, “With the ‘Dreams come true when Panasonic comes home’ campaign, we plan to take Panasonic technologies within easy reach of Indian customers.”

No tablet dreams here
With everyone jumping on to the tablet bandwagon, when asked whether Panasonic had similar plans, Sharma replied, “Tablets have two utilities – a smart tablet for consumers’ point of view and the utility of a tablet as a book for students. But we are not looking at this now. Our focus is on our current portfolio and our approach is to the youth.”

Meanwhile, speaking on her association with Panasonic as brand ambassador, actress Dia Mirza said, “I would simply say that since my association with Panasonic as brand ambassador, many of my dreams have come true. This is a wonderful initiative, and I’m sure it will be a big success.” She was happy that they had chosen “to launch this for the young people in the country”.

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