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TV majors gear up for World Cup Soccer; Field set for major ad push

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TV majors gear up for World Cup Soccer; Field set for major ad push

Avinash Sahu

With the World Cup around the corner Television manufacturers in India are gearing up for a showdown. The recent slowdown in the economy notwithstanding here is a chance for all of them to match their sales targets thanks to FIFA.

Most of the companies are targeting the eastern and southern most parts of the country since the popularity of the game is high in these areas. Though the game is nowhere as popular as Cricket but given sluggish demand last year these players are ready to latch on to any thing to stimulate the market.

Says R. Zutshi, Vice President -Sales, Samsung India, "Samsung Dabaake Jeeto Offer has been launched with the objective of stimulating the market and optimizing the sales of our products during the forthcoming Soccer season."

The ''Samsung Dabaake Jeeto'' Offer has gone live in West Bengal on May 1, 2002 and goes All India on May 10, 2002 and is valid till June 30, 2002. "We are planning to sell 200,000 CTVs in the Indian Market in Quarter 2 this year. This would translate into a 25% growth in CTV Sales over Quarter 1, this year. In terms of Sales Turnover, we are targeting a Rs 310 crores Sales Turnover in the period of the Promotion."

The company is planning to spend around Rs.15 crores on promoting this, including the Gifts. Samsung will soon be releasing new print and television commercials around this Campaign and will be carrying out ''In-Shop Hungamas'' at select dealer counters in Kolkata, Goa and Cochin to create visibility for this Campaign.

During the duration of the promotion, every Samsung Consumer Electronics or Home Appliance product purchased by a customer entitles him/her to a Sure Shot Alarm Clock from Samsung. The Alarm Clock comes packed in a Plastic Football that is given to the customer at the time of purchase. On pressing the Football from the top, the customer gets the Sure Shot Alarm Clock and if he/she is lucky, they will find a tamper proof anodized sticker of the gift on the clock. The customer wins the gift etched on the sticker.

LG too has similar plans planked on the football. LG is going to launch a new color TV, which will be in the shape of a Soccer football. Says C.M. Singh (National Head Consumer Electronics) for the Soccer World Cup. "World Cup happens every 4 years but we are offering a product that is for the life time" Primarily this launch is for the soccer fans mainly in the eastern part of the country. The markets targeted for this unique football shaped CTV are West Bengal, Assam, Kerala, Goa & Jharkhand. LG is going to have a grand launch of the new CTV at Oberoi, Kolkata on 8th May 2002, where dealers from West Bengal, North East & Jharkhand are going to be present.

The launch of the Soccer TV will be made on 14th May 2002 in Cochin, and on 15th or 16th May 2002 at Goa. As a marketing initiative, LG has planned to gift every purchaser of LG product a Soccer shaped table watch, which would exactly resemble the new Soccer CTV. This initiative is only for two months i.e. the FIFA World Cup period. The company is planning to invest around Rs.12-13 cr for the World Cup campaign.

Rajeev Karwal, Sr. VP, Consumer Electronics Division, Philips also bullish on the prospects of the World Cup coming in as a shot in the arm for TV manufacturers.

He says, "We will definitely increase by over 100% in the soccer crazy states which is West Bengal, North East, Goa and Kerala, and in other market also we will have a good growth. So, overall, hopefully in the months in the month of May and June, we should have a growth of about 60% in the CTV sales over last year."

Philips is also launching products, which are designed as a soccer ball. "We have teams which have built 1for a ordinary soccer student or child who can actually play the interactive game on the TV itself plus we have our regular promotions as "Ceetee Bajao World Cup Jao offer."

Phillips plans to invest around Rs.20cr for promoting this campaign.

As all other big players in the category, BPL is also focusing primarily on the soccer loving states i.e. West Bengal, North East states, Kerala & Goa. The campaign is called "The BPL football fever offer" giving out footballs, T-shirts, TV games etc. depending upon the type of TV purchased.

In Delhi, road shows will involve youngsters and families in societies and organize games, which are around football e.g. penalty kicks. If anybody books a CTV during the road shows would get a Trolley bag worth Rs.1199 free of cost including a football. Customers purchasing any BPL product can avail a 2 years extended warranty and a special change offer for their Flat range of TVs - 21", 25"& 29".

To promote in the eastern part of the country, BPL is sponsoring local football matches and using print media in a major way to reach its target audience.


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