This Diwali, spend some more!

30 Oct,2012


By Tuhina Anand


Come festive season and the consumer durable giants go all out to woo their prospective customers. After all, this is the time when consumers are amenable to the idea of getting that new refrigerator or purchase that LCD notwithstanding the dreaded economic slowdown or high inflation. All the leading players in this segment have worked out elaborate plans to get customers to opt for their brand and spending mega bucks to seeing their plan materialize and reap in benefits.


LG India has planned big budget spends on marketing to attract customers this festive season. Giving a peek at their plans, L K Gupta, Vice President, Marketing LG India, said, “This festival season we are offering a true 0% finance scheme on selected products to encourage consumers to upgrade to latest products and enhance their lifestyle. There are many other exciting combo offers like BD blu ray player+ 3 3D movies with Cinema screen 3D TV, another offer is 3D camcorder & 8GB USB with 55 & above Cinema screen 3D TV, 3D blockbuster movies in 8GB USB with Cinema 3D TV and many more exciting offers . In the Home Appliance Category LG is offering 10 years warranty on the compressor of the select models of Refrigerators. This offer is also valid on the motor of front load and selects models of top load washing machine.”


So there is a mix of attractive offers like exciting combos and then finance schemes to woo customers. Sony India has allocated a budget of Rs 150 crore (Sep-Nov 12) towards marketing activities for this festive season. In fact, the company is expecting revenue of Rs. 2,850 crore, during the period of September and November 2012 period from the Indian market and hopes to achieve 50% sales growth over last year’s festive sales. These numbers were shared by Kenichiro Hibi, Managing Director, Sony India.


Sony India has introduced an extravagant lucky draw for its consumers- This Diwali Bond with Sony. Sony’s has tied-up with Sony Pictures Entertainment for the much awaited James Bond action thriller – Skyfall as a part of its marketing initiative for the festive season. Besides, attractive offers and innovative products, Sony India has a dedicated multi-media marketing campaign for its flagship product category. The campaign has been created keeping in mind the flavour and zest of the Indian festive season. This campaign is on-air from mid October till end of November, 2012.


To top it all, to ensure that all the offers are even lighter on the customer’s pocket, the payment procedure is made convenient and affordable by Zero Percent Finance Offer and Zero Processing Fee. Sony is offering attractive EMI offers on Select Credit Cards as well. Some of the popular Sony products line up that has offers include- Cyber-Shot, VAIO and Bravia. These products also make for a great gifting option.


For another consumer durable major Samsung, it is focusing on ‘smart home celebrations’ for this festive. The company is targeting around 25% growth for the festival season and there are gifts with the purchase of Samsung audio visual and home appliance products.


“Smart Home Celebrations” offers attractive gifts on the purchase of Samsung audio visual and home appliance products. Mahesh Krishnan, Vice President, Consumer Electronics Business, Samsung India said, “It is our endeavor to make the auspicious festive season even more special for our consumers by giving them exciting gifts with their purchase of a Samsung product. The gifts available to consumers range from Samsung tablets for our hi-end Series 7 and 8 in Smart TVs and select Side by Side refrigerators to mobiles for select Home Appliance products.”


The consumer promotion and Samsung’s innovative product range will be supported with a multi-media advertising campaign as well as below the line marketing activities during the auspicious period of Durga Puja and Diwali.


“Based on our strong product lineup and festival offers, we are looking at a 25% jump in sales during the festival period,” said Mr. Krishnan. The Samsung ‘Smart Home Celebrations’, promotion is valid from October 01 till November 30, 2012 nationwide, and for West Bengal, Orissa, Assam and North Andhra Pradesh from September 29 till November 18, 2012.


There are offers that include that in the Home Appliances category, the Samsung Side-by-Side refrigerators will entitle consumers to a free Galaxy Tab 7.0, while on the purchase of frost free and direct cool refrigerators, front and top loading washing machines, or the Samsung dishwasher, the Company will give away a free Samsung mobile phone. On the purchase of 46″ and above size Samsung Smart LED/ Plasma TV models in Series 7 and 8 will entitle consumers to a Galaxy Tab 7.0 and an 11 by 1 easy consumer finance scheme. So offers are in plenty that is sure to appeal to the customers.


Panasonic India is betting big on this festive season and has rolled out a range of special offers under its nationwide campaign ‘Celebrations for Life’. These offers announced by Panasonic in presence of their Eco brand ambassador Dia Mirza promises assured gifts for consumers looking for new purchases to commemorate the spirit of festivity. Panasonic is confident that this appealing campaign will play a big role in lifting the dampening sentiments created in the consumer durable space throughout the year with rupee depreciation and price hike.


Daizo Ito, President, Panasonic India said, “It is well known that no other country holds so many festivals of antiquity with such joy as does India and this is what makes it a great nation. Panasonic is committed to the Indian market and that buying new products during this time is considered auspicious. Thus we are announcing a variety of consumer schemes and offers on purchase of a wide range of products.”


Manish Sharma, Managing Director, Consumer Product Division, Panasonic India too added, “As the season of celebrations is about to start, we at Panasonic India are delighted to add to the festive spirit with several enthralling schemes for our customers. We have announced various offers so that our consumers can enjoy the festivities with the latest Panasonic offerings in a pocket-friendly manner. Through these offers, we are targeting a turnover of Rs. 1200 crores nationally this festive season.”


As part of channel support programme during festive celebrations, Panasonic has also designed special offers that will enable channel to get maximum benefits from Panasonic products.

Whirlpool of India has unveiled its festival promotion called ‘A Kitchen In Your Honour’. The consumer promotion for the festive period promises to give real value to its consumers and is expected to generate excitement and a heightened desire to purchase Whirlpool products during the festival season. Apart from a gift on every purchase, the consumer will also be entitled to a scratch card through which 1200 lucky customers stand a chance to win Whirlpool kitchen appliances. Additionally, the company is also offering a bumper prize of Kitchen makeover worth Rs 2.5 lakh to fuve lucky customers. Further enhancing the festive spirits, Whirlpool has also introduced new products and giving away gifts. The Diwali promotion and the newly launched products will be supported in print and radio and through a host of innovative activities such as OOH, Digital and Outdoors. The total advertising and marketing spend earmarked for the Diwali promotion this year is in the range of Rs 10-12 crore.

Commenting on Whirlpool’s offers during the festival season, Shantanu Dasgupta, Vice President- Corporate Affairs & Strategy, Whirlpool India said, “Whirlpool believes in  understanding and launching  innovative products, which would delight our consumers, thus this festive season, we are happy to launch ‘A Kitchen In Your Honour’ promotion for all our customers.  Our new premium range of products has been specially designed keeping in mind the needs of a homemaker.  We intend to give our consumers best in class products and offers that would bring magic to their homes this Diwali. The brand is targeting a growth of 20% over last year and aims for sales of around 900 crores during this festive season.”

So there are deals galore and attractive offers thus enticing the consumers to get that bigger screen or the better camera. So get ready to loosen your purse strings this festive season.


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