AC makers out to make this a summer of content for consumers
With the winters fast receding and people bracing for another hot summer, air-conditioner manufacturers are becoming active, launching new models and embarking on high decibel promotional campaigns. Players like Voltas, Videocon, LG, Samsung and Haier share their marketing plans for the season ahead with exchange4media.
With the winters fast receding and people bracing for another hot summer, air-conditioner manufacturers are becoming active, launching new models and embarking on high decibel promotional campaigns. Players like Voltas, Videocon, LG, Samsung and Haier share their marketing plans for the season ahead with exchange4media.
India saw the sale of nearly 1.8 million ACs in 2007, which is expected to exceed 2.25 million units by the end of 2008, a growth of 25 per cent.
Every major player is beefing up its product portfolio with new launches. LG Electronics unveiled its new line of ACs for this year on February 19. The company’s advertising campaign would spread across TVC, print, Internet and BTL activities. The company is launching ‘Star-rated’ ACs. The new range is priced between Rs 22,990 and Rs 35,990. The second variety are the ‘floor standing’ ACs, which can be installed anywhere in the room, and is priced between Rs 49,000 and Rs 100,000. LG has also launched its ‘Art Cool’ series, which have enhanced capacity and it come with unique features such as hot and cold functions. This series is priced between Rs 40,000 and to Rs 50,000.
Moon B Shin, Managing Director, LGEIL, said, “Leveraging on our cutting edge technologies and design aspect, we will continue to deliver a comprehensive range of products blending best class functionalities and aesthetics to enable consumers to enjoy fresh air and a more restful and healthy life. With the launch of this new line of ACs, LGEIL plans to capture around 35 per cent of the air conditioner market by the year end.”
He further said, “The company expects to achieve 65 per cent growth in AC volume this year, out of which the contribution of split ACs is expected to go up from 50 per cent in 2007 to 58 per cent in 2008.”
Rajiv Jain, Business Group Head-Air Conditioner, LGEIL, said, “We at LGEIL are constantly striving towards developing the market with innovative, state-of-the-art technology products. The new range of LG air conditioners has stunning aesthetics and superior technology to cater to the needs of the urban consumer. The launch of this new range is yet another initiative to address the needs of customers across the segments.”
Samsung India Electronics Pvt Ltd also launched its range of Biosleep air conditioners on February 19. Samsung has 18 models of split ACs in the Vivace, Neo Forte and Forte series and are priced between Rs 17,790 and Rs 32,390. And in the window AC segment, it has 11 models priced between Rs 15,230 and Rs 22,990. The company is eyeing a 22 per cent market share in air conditioners this year and plans to strengthen its AC business through an aggressive sales channel expansion for its home appliances business as well as expansion of its service network.
R Zutshi, Deputy MD, Samsung India, said, “Product differentiation in the form of the Biosleep feature, the Samsung Ultra tropical rotary compressor and the design of Samsung air conditioners, coupled with our enhanced channel penetration, should help us achieve our targeted 65 per cent increase in AC volumes this year.”
Voltas Ltd is also launching nearly 43 AC models in split, slim line, ductable and cassette variants this year across all categories. The company will advertise in all mass media, including TVC, print, Internet and BTL activities. The estimated market share of Voltas as on December 31, 2007 stood at 17-18 per cent. However, there is no industry report available determining the copany’s market share of the AC industry.
Pradeep Bakshi, Vice-President, Sales and Marketing, Voltas Ltd, said, “The gaps have been identified and we are formalising plans to introduce new models in specific categories. Also, retail holds much importance in our scheme of things, and strategies are being worked out accordingly for the coming season. The current household AC market for the calendar year 2007 stood at 19 lakh-plus with a CAGR of 30 per cent. The market is witnessing huge growth and inclusion of new technology. This growth can be attributed to the increased penetration obtained beyond the metros, easily affordable on the current price levels, given the changing lifestyles of people.”
Videocon has done a soft launch for its 23 AC models in the Integra, Grace, Splender, Vista categories. The ACs are priced between Rs 11,000 and Rs 90,000. Videocon will begin their ad campaign from April 2008 onwards. Videocon’s current market share is around 8-9 per cent.
Abhishek Lal, General Manager, Sales and Marketing, Videocon (AC Division), said, “It is the best offering from Videocon to its customers. The newer models of air-conditioners have better features, are better at energy conservation, producing no noise and provide quality cooling with chilling factor.”
Haier also announced the launch of its energy efficient range of air-conditioners for the Indian market on March 6, 2008. The new air-conditioner range comprises 16 split AC models and nine window AC models. With the introduction of the new models, Haier has a line-up of 32 AC models. The company is targeting 9-10 per cent market share of the AC market in FY09.
The entire new range would be is vailable in retail outlets selling Haier products as well as in the company’s exclusive Planet Haier showrooms across the country. The price range for ACs is between Rs 11,990 and Rs 15,990.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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