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RBS to use non-media tools to launch Siemens refrigerator in North

10-June-2004
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RBS to use non-media tools to launch Siemens refrigerator in North

RBS Home Appliances Pvt Ltd, sole distributor of Siemens in India, plans to aggressively use point of sale and personal contact as marketing tools to launch Siemens refrigerator and Siemens range of home appliances in the northern region. There would be no ad campaign to support the launch, Vipul Rawal, Managing Director of the firm informed exchange4media.com yesterday.

Further elaborating on the marketing strategies, he said that the products imported from Germany would be retailed through a network of 250 dealers across the country. Besides this five exclusive Siemens will be setup in select Northern cities by the end of this quarter. The refrigerators priced at Rs 44,990 are targeted at the premium customers and business houses.

Speaking about the features of the product, Rawal stated that the refrigerators have the latest technology - AgION. They have a capacity of 270 litres, and a sales target of 5000 units has been set for this fiscal.

As far as the company's revenues are concerned, as per him, the turnover of the firm is Rs 40 crore and washing machines contribute almost 50 per cent of it. The company expects its turnover to double in the current fiscal with refrigerators contributing around 10 per cent of the total turnover.

Reflecting upon the company's growth, Rawal stated, "From a company known for washing machines we have slowly expanded to other home appliances like refrigerators, dishwashers, kitchen appliances, small appliances like food processors, toasters, irons, hair dryers etc and each of these have contributed to our growth."

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