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Sony to phase-out all ‘curved TV’ models. Bets on World Cup Football

21-March-2002
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Sony to phase-out all ‘curved TV’ models. Bets on World Cup Football

On the back of two major sporting events, World Cup Football and World Cup Cricket, ‘Flat TV’ market is expected to grow at a rapid pace. And Sony TV, with a new model - WEGA HA 21, is getting ready to capture a high share. Sony has firmed up the promotion plans, expected to hit markets in next 2 weeks.

“Last year, the Flat TV market stood at 300,000 units. This year, we expect a growth of 150%” says confident Teruo Ishii, MD, Sony India. Sony is so confident of this growth that it is phasing out all curved TV models shortly.

The high expectations of growth are on two counts. First, the market seems to have taken a liking for the Flat TVs. Much of the demand is coming from urban consumers, upgrading from conventional curved screen TVs. Second, overall demand for Television is expected to go up as two major sporting events, World Cup Football and World Cup Cricket would be telecast in next 12 months.

Sony is confident of capturing a major chunk of this growth. “Research has always revealed that WEGA enjoys tremendous equity among owners (TV) and prospects. Infact, the advertising strategy is consciously consumer focused,” says T Ishii. RK Swamy/ BBDO handles Flat TV - WEGA account, while Contract handles DVD Players and Projectors and Enterprise Nexus Camera and Handycam account.

To cash in, Sony is expected to hit with advertising campaign in next 2 weeks. The campaign, to be released in a phased manner, will use print media and below the line promotions. T Ishii explains his game plan, “Coinciding our launch advertisements in leading dailies and magazines, we also plan below the line activities including lighted product caravans to circulate in the Metros, web based promotions and email campaign through e-crm channels. We also plan a TV commercial shortly.”

Interesting! We hear that other Durable majors too are planning advertising blitz to coincide with the major events. Did we hear Cheers, somewhere…!

© exchange4media 2002

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