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TV makers kick off special initiatives to boost sales during FIFA World Cup

TV makers kick off special initiatives to boost sales during FIFA World Cup

Author | Sumita Patra | Wednesday, Jun 21,2006 7:49 AM

TV makers kick off special initiatives to boost sales during FIFA World Cup

Given the tremendous interest in the game, various television manufacturers are leaving no stone unturned in a bid to cash in on the football fever during the FIFA World Cup. With various special schemes and promotions on offer, buyers are spoilt for choice.

LG India introduced the ‘Golden Boot’ promotion for its entire television range from May 20, 2006 in West Bengal, the North-East, Jharkhand, Goa and Kerala. Following the phenomenal response, the company extended the promotion across the country from June 1, 2006.

Elaborating on the promotion, Sandeep Tiwari, Marketing Head, LGEIL said, “We are running a consumer promotion across the country called the Golden Boot offer for our entire television range. We are giving a scratch card with an assured gift on every purchase.”

The five gifts that the company is offering to consumers range from footballs, T-shirts, a combination of both football and T-shirt, cameras and DVD players. The price of these gifts range from Rs 500 to Rs 4,000. The company is also running two TV spots, one is of 10 seconds and the other one is of 15 seconds.

Asked on the kind of sales that the company is expecting through such initiatives, Tiwari replied that the company was expecting to sell around 550,000 television sets by the time the FIFA World Cup ended on July 9, 2006. LGEIL has earmarked a budget of around Rs 10 crore for the promotions.

Samsung has categorised its promotions around LCD and Flat screen TVs. The company is offering a triple zero finance offer on the Bordeaux LCD range, which is available in 26”, 32” and 40” screen sizes. The offer is valid during the World Cup period. Besides, Samsung is also offering a 10 per cent discount on its home theatre system model SQ100. Since the design of this model complements that of the LCD Bordeaux range, this offer can be availed of only on the purchase of both.

The company is also running a promotion called ‘Goals and Gifts’ for its flat TV range. This promotion, which began on May 19, is valid in West Bengal, Kerala and the North-East, and provides an assured gift on the purchase of a 21” flat TV. Besides, there is a bumper draw with gifts ranging from LCD TVs, home theaters and DVD players.

Ruchika Batra, GM, Corporate Communication, Samsung India, said, “Given the interest that this sport generates from the entire population, soccer is surely emerging as a strong platform not only for sales but also for brand building.”

The company has already exceeded its sales target – Samsung was hoping to achieve sales of around 30 per cent, but has already registered 36 per cent sales so far.

Philips is running the ‘Philips Free Kick Offer’ in Kerala, West Bengal, Goa and the North-Eastern states. The promotion, which began from May 1, will run till June 30 and ensures an assured gift to the consumer on the purchase of a Philips colour TV. The other gifts include motorcycles, home theatres, DVD players, head phone stereos, irons, strolley bags, football watches and extended warranties.

The company has recently launched the O.G.P.F.W.C.PC. (Official Global Philips FIFA World Cup Preparation Centre), which enables football enthusiasts from India to gain insightful information tips and entertainment surrounding the 2006 FIFA World Cup.

Haier, on the other hand, is offering two exchange offers on its range of high-end flat TVs. The 21=29 exchange offer enables customers to exchange any 21” TV and get a 29” (74 cm) Haier flat TV for Rs 13,990, thus, saving Rs 2,500. The ‘TV bhi, movie bhi’ combo offer allows customers to exchange any 21” TV and get a Haier 21” (53 cm) flat TV plus a DVD player for Rs 8,990.

Announcing the offers, T K Banerjee, President and CEO, Haier Appliances (India) Pvt Ltd, said, “The FIFA World Cup is considered to be the world’s most popular sports event, drawing an enormous number of TV viewers across the globe. As such, we at Haier feel that this is the right time to reach out to our customers by offering them the best possible prices and benefits. We are looking at a two-pronged strategy – to reach out to both low-end and high-end market, the first time buyers and the mature market – for the World Cup.”

Both Haier and Onida are providing an extended warranty of four years on their TV sets. While Haier’s offer, called World Cup to World Cup, is available on its vast range of televisions, Onida’s offer can be availed on flat TVs.

Onida, which is the Associate Sponsor for the live telecast of FIFA on ESPN-STAR Sports, is also offering sports bags free in Kerala, West Bengal, Assam and Goa as the company wants to leverage its sales by creating more excitement and involvement of the people. The company has also taken special initiative in Kolkata by tying up with Ananda Bazaar Patrika for a promotion called ‘Onida Anand Lok Soccer Mania’, wherein the company has concentrated on displaying its products in vans around shopping malls and in residential areas.

The company has taken the interactive route by conducting various quiz activities. “The main motive was to create excitement around the game by the involvement of the people,” explained Vivek Sharma, VP, Sales, Marketing and Service, Onida.

The entire amount spent by Onida on the marketing activities of FIFA stood at around Rs 8.5 crore, and the company was expecting around 50 per cent sales by the end of the FIFA World Cup, informed Sharma.

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