Philips, the consumer durable major, is to launch an integrated rural marketing programme called, ''Mahasangram'' in the month of June.
Philips is doing so in a bid to leverage the time tested FMCG style of distribution. This was shared by Rajeev Karwal, Sr. VP, Consumer Electronics Division, Philips at the launch of Philips Arena, an exclusive Philips retail outlet in Delhi. Karwal plans to take Philips Arena to 22 cities in India in the next two years. Thinking behind this retail strategy according to Karwal is "A multi-brand dealer won''t be able to offer certain products and Philips Arena would provide an ambience to buy and demonstrate the world-class products under one roof".
In the last calendar year, Philips products have seen a good growth. In CTV segment the growth was around 30% while in audio it was between 26-27%. Karwal attributed this increase to the launch of the cutting edge products at appropriate prices and conveying the preposition of these products to the consumers in integrated marketing programs.
Earlier, Philips had carried out promotional campaigns like ''Dare to Compare'' in Color TV and ''MP3 Maniac'' in audio system segment, which were basically targeted to the urban market but this time Karwal is targeting the rural market with ''Mahasangram''. "I have already done the three Ps-Product, Pricing & Placement", says Karwal.
"We are going to participate in Haats, do Van Campaigns, so that we can reach out to the rural consumer & own the rural heartland & the mind-space", asserts Karwal. In the forth integrated marketing programme, Philips is all set with the Cyber Challenge for monitors which is similar to ''Dare to Compare'', but here Philips will compare its monitor sets with that of LG and Samsung.
With the Media budget of about 4-5% of the total turnover (which was 621 crores last year), Philips certainly is set for its Mahasangram.