With an eye on the soccer World Cup 2002, to be held in May, Philips India Ltd has launched a Rs 10-crore advertising and promotion exercise. This initiative is expected to translate into sales of 1.2 lakh Philips colour television (CTV) sets within the next three months.
According to company sources, the Ceetee Bajao World Cup Jao offer would enable 100 Indian fans to watch the World Cup Football semi-finals and final matches live in Japan.
Fans can also win prizes such as plasma televisions, LCD TVs, PC monitors, DVD players, cellphones, power radios and travel bags on purchase of Philips' range of colour televisions (CTV) between April 1 and May 30.
Elaborating further the company source said that, every customer would be presented with a whistle on purchase of a Philips CTV. As he blows the whistle, a ribbon indicating the prize would pop out. The prize could be anything from a free ticket to the World Cup to any of the other identified products.
The legendary Indian footballer and recipient of the Padmashree and Arjuna awards, P.K. Banerjee, has been roped in as the brand ambassador to promote the initiative. A tie-up has also been forged with GE Countrywide to facilitate interest-free loans for purchase of Philips CTVs.
The Ceetee Bajao World Cup Jao initiative would focus on the states of West Bengal, Kerala and Goa where football is a popular.
According to market analyst, Philips' market share in the CTV segment has gone up to six per cent in January 2002, from 3.6 per cent a year ago. The CTV market in India, which was at 5.4 million units last year, is expected to touch six million units in 2002.
Source: Business Line