Consumer durables look to rev up sales this festive season

While Videocon has a marketing budget of Rs 100 crore for the festive season, Kelvinator is eyeing a 35-40 per cent CAGR over last year

e4m by Shree Lahiri
Updated: Oct 15, 2012 8:52 PM
Consumer durables look to rev up sales this festive season

Amid reports of a slide in festival season spending due to inflation and rising prices, the Rs 35,000 crore consumer durables industry is gearing up to woo consumers with discounts, new launches and free gifts.

Sansui is offering 0 per cent interest finance scheme to customers, which gives them finance flexibility. Arun Pal, Chief Marketing Officer (CMO), Sansui and Kelvinator informed, “Like last year, this year too we are offering free gifts along with product purchase. This fall, we also introduced innovative television models to cater to all market segments. This will be our marketing strategy this year.”

Videocon, too, plans to integrate its previous years’ marketing strategies in terms of communication along with schemes for consumers. Anirudh Dhoot, Director, Videocon Industries, said that the group is eyeing sales of Rs 2,000 crore during the festive season, for which it plans to engage customers through innovative sales campaigns.

With a new communication campaign sporting the tagline, ‘Little Inspiration, Smarter Lives’, Kelvinator seeks to increase its consumer base and retain its loyal following. Kelvinator’s marketing strategy includes showcasing its portfolio of products, specifically refrigerators and washing segments.

Sansui’s is bullish on its Brush Connect LCD and LED range for this festive season. The communication highlights the product features to create a variable niche and premiumness. “Our communication hallmark is to provide consumers with a product range where we offer best quality at the best rate, which will again be our ‘go-to’ communication strategy for the current fiscal,” said Pal.

The communication plan of Kelvinator involves playing upon the new and refreshed brand imagery of ‘The Coolest One’, which has helped in rejuvenating the imagery of the brand and has aided in further taking its classic positioning into the masses. In terms of communication orientation, Kelvinator plans to engage an integrated marketing communication plan, which will help in establishing the brand and create connect with audiences – both old and new.

Media mix
Kelvinator is in the process of announcing consumer-oriented schemes and has created an optimum media mix, adopting a strong and variable 360 degree marketing initiative to create audience connect modules based on campaigns spread across the mediums of print (newspapers and magazines), outdoor, digital and BTL activities. Ground level activities such as road shows and exhibitions will be an impetus area. The major focus remains on providing value-added marketing collaterals, creating innovative POP/POS and implementing it through visual merchandising.

Sansui’s media mix involves creating a judicious amalgamation of print (magazines and newspapers) along with the website, hoardings, outdoor graphics, vehicle wraps, mall activities and mall branding, plus emphasis on visibility across social networking channels as well.

Videocon’s media mix is a 360 degree campaign, which involves creating value-driven mechanisms of television commercials, radio and print, on-ground activations, retail presence and merchandising mechanisms.

Social media activations
Sansui is emphatic about social media activations, where the objective is to expand its reach across social networking platforms. Ground activations, too, form an integral part of the entire mix.

On Videocon’s social media plans, Dhoot said, “We seek to increase our presence in the social networking environment through active participation in social media, which will help in creating a sustained follower base across the networking channels. We would also be going in for the traditional methods of on-ground activations.”

Kelvinator is focussing on creating a greater connection and affiliation of the brand with its target audience through social media. This is being done via creating an impactful digital experience through contests, dialogues, digital activations and viral marketing campaigns across various digital touch-points such as Facebook, Twitter and YouTube.

Ad Spends
“At Kelvinator, we aim to achieve over 35-40 per cent CAGR over the last year,” said Pal. He added that the allocated marketing budget, which is “greater than previous year’s”, seeks to engage more mediums.

Dhoot shared that Videocon has earmarked a marketing and branding budget of Rs 100 crore for the festive season, which will be integrated into the advertising campaigns. “We seek to increase our foothold above last year’s and this year, we seek a 20 per cent growth over the same period last year,” he added.

Fortifying with new launches
Sansui has recently launched its Brush Connect Series of LCDs and LEDs, which is a fully integrated digital TV with 4000 billion colour output and 14 bit video processor. Going forward, the company will be launching a new LED series, named Brush Metal LED with 3D Technology, which will be a fully integrated digital TV.

Videocon will be unveiling a new range of Flat Panel Display televisions. The company is also introducing a new range of refrigerators this festive season, which will be supported by new campaigns.

Kelvinator has already put in place an extensive road map to improve its product offerings across various categories. Pal said, “We have undergone a complete makeover in terms of aesthetics and overall look and feel for our upcoming range of refrigerators, which will be an added impetus for the brand.” Newer models and product ranges are also being incorporated in the washing machines category.

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