IMC Strategies Consumer Durables Presented By George Joseph

IMC Strategies – Consumer Durables Presented By: George Joseph Nichel D’souza Nikhil Mansukhani Mustafa Olia Yogesh Mundhra Sumant Damani Perzaan Kelawalla Bhairav Kulkarni

Background of Consumer Durables Industry �Products which don’t wear out quickly but yield utility over time. �Includes White goods like Refrigerators, Washing Machine, AC; Brown goods /Kitchen appliances e. g microwave and Consumer Electronics like TV, Mobile Phones, MP 3 Players etc. �Major Players include LG Electronics, Samsung, Godrej, Videocon, Whirlpool, Phillips �Industry is estimated to be worth Rs. 35000 crores �Increasing penetration of modern trade, consumer financing options, high disposable income, strong

Popular IMC Strategies �TV Advertisements featuring celebrities �Outdoor - Hoardings, buses, auto rickshaws etc. �Events sponsorships �Print – Newspapers, Magazines (lifestyle & in flight) �Sales Promotional Offers such as free gifts, discounts, cash back offers, triple zero finance, contests, sweepstakes etc. �Product Placement / In film advertising �Exchange offers �Internet – using social networking sites like Facebook & Twitter to target specific customers �Personal Selling ( especially in case of purifiers) �Ground Level Activation – POS like banners, posters, danglers, standees at shop floor,

Allocation of Budget on Promotional Medium � 60% on TV advertisements : for brand building & awareness � Around 30 – 35% on Print ads: sharing information on unique features, offers details, dealer listings etc. � Approx. 5 – 10% on remaining ( including internet, sales promotion offers, POS, radio, canvassers etc. )

Suggestions • Use the concept of Guerilla Marketing eg: - Zebra crossing or Guttars can be used as air condition • Give food coupons. Eg: - when buying a fridge. • Free covers for certain electronic gadgets eg : washing machine • Door to Door information given by a sales person with a basket of products to offer. Small brands can use this strategy. • Once the product is purchased for eg a Microwave or oven the person who comes to give a demo can cook up a meal of the customers choice provided the customer has the ingredients. • Feedback should be taken after 6 months of the