The Rs 1,667-crore Philips India Ltd is planning to roll out a new consumer promotion called ‘Diwali Manao, World Cup Jao’ scheduled to run till November 15, 2002.
On the purchase of any Philips’ CTV, consumers can avail of a scratch card by way of which lucky consumers can win tickets for the Cricket World Cup 2003, gifts worth Rs 6 crore, over 100 tickets and a a ‘Philips’ personal stereo.
In order to create awareness for this new promotion, the company has started airing two television commercials—one on Philips’ ‘Pixel Plus’ technology (for CTVs) and another on ‘WooX’ technology (for audios) at an investment of Rs 10 crore. The media blitz includes a multi-media campaign—on print, television, online and visual merchandising.
The company expect the promotion to contribute an additional 40 per cent to the company’s overall sales turnover by 2003-end.
In addition, during this festive season, the company is also planning to launch a new marketing initiative by way of giving customer feedback through mobile phones. As part of this, any customer can send short messaging services (SMS) to the company and the company will give feedback with product details within 24 hours.
Company is planning to launch at least seven new models of Philips’ CTVs with ‘Eye-Fi’ feature priced between Rs Rs 10,990 for a 20-inch ‘Eye-Fi’ to Rs 39,000 for a ‘29-inch’ Real Flat.