Festival season brings good tidings for consumer durables marketers
The discounts might not have been as exorbitant as the previous years nor had the gifts been spectacular, but the white goods marketers achieved their sales targets and more during the Diwali season just gone by. exchange4media spoke to some major players in this sector like LG Electronics, Samsung, Philips, Videocon, Hyundai Electronics and Whirlpool, all of whom have reported hike in sales this year.
The discounts might not have been as exorbitant as the previous years nor had the gifts been spectacular, but the white goods marketers achieved their sales targets and more during the Diwali season just gone by. exchange4media spoke to some major players in this sector like LG Electronics, Samsung, Philips, Videocon, Hyundai Electronics and Whirlpool, all of whom have reported hike in sales this year.
Pradeep Tognatta, Director-Sales and Marketing, Samsung India, said, “We registered a 41 per cent growth in sales during the festival period. Our festival sales were led by product categories like LCD TVs, flat TVs and frost free refrigerators.” Samsung achieved their targeted sales of Rs 1,200 crore during the promotion period, thereby achieving a growth of over 41 per cent during this festival period.
The company has exceeded their targeted 50,000 units of LCD TVs by selling additional 5,000 LCD TVs with 246 per cent growth this season. Samsung also sold 500,000 units of flat TVs, thereby achieving a growth of 33 per cent over the festival period sales last year. The growths achieved in the other categories are 60 per cent in refrigerators, 37 per cent in washing machines, 64 per cent in air-conditioners, and 30 per cent in microwave ovens.
Rakesh Sharma, Division Head-DAP (domestic appliances and personal care), Philips Electronics, said, “The festive season contributes 15 per cent of our annual sales. This year they have grown twice as much as the industry growth rate, which is 12 per cent, particularly in the small domestic appliances category that includes juicers, mixers, grinders, ovens, rice cookers, water purifier, irons, bar blenders, coffee makers, etc.”
LG Electronics, recorded sales revenue of Rs 1,132 crore, an increase of 51 per cent compared to sales revenue of Rs 749 crore during last year’s festive season. LG Electronics recorded 78 per cent growth in its home appliances business. The company recorded an 85 per cent value growth in refrigerators, 96 per cent growth in washing machines and over 85 per cent growth in microwave ovens and 41 per cent growth in air-conditioners. LG’s contribution to consumer electronics category this festive season alone has seen a growth of 70 per cent over the same period last year.
V Ramachandran, Director-Sales and Marketing, LGEIL, said, “The bold step initiated this season to break away from competing on the platform of price offers and gifts, and instead focusing on the consumer to choose on the basis of quality, customer care and trust has paid us rich dividends. This was based on our confidence in the evolving Indian consumers shifting their preferences towards exercising affirmative choice to buy high quality reliable products rather than bargain hunting.”
“Videocon sales rose by 29.3 per cent profit, compared to last year’s figures. Colour TVs, refrigerators and washing machines have been our leading volume drivers. This year, Videocon made 31.7 per cent sales in CTVs, 29.3 per cent sales in washing machines and 28.5 per cent sales in refrigerators,” informed Sunil Mehta, Joint President, Videocon Industries Ltd.
Sukhpreet Singh, General Manager, Brand Marketing, Whirlpool India, said, “Whirlpool believes in consumer centric initiatives. Keeping this goal in mind, we announced a first-of-its-kind Diwali promotion – ‘Whirlpool Magic Chalao, Dream Home Sajao’. We have surpassed our Diwali sales targets and have grown by more than 30 per cent in our key categories in October and in the first two weeks of November.”
Singh further said that all these categories – refrigerators, washing machines and clothes dryers – witnessed a hike during the festive season. This could be attributed to the new products in these high-end categories launched by Whirlpool.
Hyundai Electronics concentrated on CTVs and sold around 25,000 units this Diwali season, out of the total 40,000 units, growing by 50 per cent over last year during the same period in sales for CTVs.
Eric Braganza, COO-Hyundai Electronics, said, “We were really pleased with our performance this Diwali. The encouraging aspect for us was the secondary movement of the products across the dealer outlets. The success can be attributed to the correct mix of product availability and advertising in press, Internet and consumer offer.”
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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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