Festival marketing: Pulling out all stops for the consumer's wallet

Consumer durable companies are spending aggressively on mediums like TV, Print, Outdoor and promotions

Pallavi Goorha Kashyap & Neha Saraiya | New Delhi | September 29, 2011

With the onset of the festival season starting from Onam and lasting till Diwali, consumer durable companies have hit full throttle with their marketing initiatives. Majority of the players have upped their marketing spends by nearly 30-40 per cent, along with the introduction of new products, discounts and offers and promotion campaigns.

Samsung India has rolled the 'Samsung Smart Utsav' offer valid from September 10 to October 31, 2011, under which the company is offering gifts worth Rs 150 crore. Also, on the purchase of any Samsung product, consumers are assured of gifts like 50 blockbuster DVD packs, 3D titles, DVD player, Blu-ray player, 3D glasses and even a Samsung Soundbar. The company has targeted around 30 per cent growth for the festival season and has rolled out a host of new products with the main focus on its Smart television range and its home appliance product ranges.

Mahesh Krishnan, VP and Business Head, Home Appliances, Samsung India, said, “Based on our innovative new launches and the attractive 'Smart Utsav' offers',we are  looking at 30 per cent  jump in sales during the promotion period.” As a perfect complement to these launches, Samsung will undertake a multi-media advertising campaign as well as below the line marketing activities during Durga Puja and Diwali.”

Another Korean chaebol, LG Electronics India, is eyeing a sales growth of 25 per cent over last year. Explaining the company's plans, YV Verma, COO, LG Electronics India, said, “LG's top priority in 2011 is to maximise customer satisfaction and heighten the competitive edge of our flagship products. The festive season will be a continuation of this thinking, with a clear focus on premium imagery building and leading with flagship products, prompt customer service, high quality displays and enhancing our relationship with trade partners.”

Whirlpool India has earmarked a marketing budget of Rs 12-15 crore and will emphasise on mediums like print and radio and a host of innovative activities such as OOH, digital and outdoor media. Commenting on Whirlpool's offers during the festival season, Shantanu Dasgupta, Vice-president – Corporate Affairs & Strategy, Whirlpool India, said, “We are extremely delighted to launch innovative consumer offer 'Sab ka jashn Sabki jeet' for all our customers during this festive season. To enhance the festive fervor, we are offering a new range of products across different categories. With a target of 15-20 per cent growth over last year, we are aiming for sales of around Rs 700 crore during this festive season.”

Japanese giant Panasonic India is banking heavily on the festive season as it accounts for 30-40 per cent of total revenue of the company. “This year an investment of about Rs 350 crore has been allocated for marketing activities, out of which Rs 100 crore is being utilised for the festive season. The company spends 10 per cent of its revenue in promoting products in India through various brand building and marketing initiatives including advertising and below-the-line activities. About 40 per cent of the marketing spend for the festive season is allotted for below the line activities and on-ground promotions,” said Manish Sharma, Director – Sales & Marketing, Panasonic India. The company will also be launching two new TVCs with its eco brand ambassador, Dia Mirza, within the period.

Another Japanese major in the consumer durable segment, Sony India, is quite bullish about its various initiatives during the festival season. The company is focusing heavily on its Bravia TV range, and plans to sell out around 4 lakh units of LED/LCDs TV sets during the September-October period. Sunil Nayyar, Senior General Manager, Sales, Sony India, said, “We expect to garner sales of Rs 2,000 crore this festive season, which would be a 35 per cent growth over the same period last year. The company is investing Rs 100 crore towards ATL and BTL promotion during this time which will include television and print commercial, OOH, cinema and shop front.”

Chinese heavyweight Haier has pumped in Rs 16 crore for festival season marketing this year of which Rs 12 crore is for promotions. To give consumers a whole host of benefits, the company has introduced the 'Haier Lao Kismat Chamkao' offer, offering prizes worth Rs 4 crore. The company is eyeing a sales growth of 50 per cent over last year with sales of Rs 200-250 crore during this festive season. Eric Braganza, President - India Operations, Haier, said, “We are doing extensive store promotions at all the Haier Experience Centres nationwide, showcasing the latest in technology, innovation and design of the complete range of Haier products. Moreover, breaking the advertising clutter and enhancing the consumer reach, the company is focusing on multi-pronged promotion activities.”

Pallavi.Goorha@BestMediaInfo.com / Neha@BestMediaInfo.com

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