The new Comfort steam irons range was launched globally in March 1999. While the global rollout is expected to be completed by year-end, in the Indian market the company has gone in for a soft launch in Delhi, Punjab and Haryana on July 30. The Lucknow, Chandigarh and Mumbai markets will be targeted in the next phase.

As part of its launch strategy to create awareness and excitement and also tap the replacement market, which accounts for almost 50 per cent of the irons market, the company has introduced an exchange offer which makes the brand available at Rs 995 onwards in exchange for any iron model. With the basic model (non-coated, non-spray) available for Rs 995 in the exchange offer, ``this will help break the psychological Rs 1,000 barrier and increase the conversion rate.''

The launch will gain momentum by August 14 when the print ads are due for release. Says Shetty, ``This is essentially a mix of theme and promotional advertising.'' So, besides introducing the new product, the ads will also carry details of the exchange offer. The catchline of the print ads reads: `An iron that adds steam for easier ironing,' and `What other irons dream of.' The electronic media ads will hit the screen on August 24. The ads are part of the global advertising package with some modifications for the Indian market. Besides this, a string of below the line activities has been chalked out, including demonstrations at retail outlets and strategic points in cities and attractive POP material. More promotions will be planned around the festival season. Extensive training will also be given to regional sales teams and distributors' teams.

The Comfort range is available in three models: HI 205, 206 (non-coated and coated respectively) and 226 (coated and with spray) in the price range of Rs 1,145-1,545. Says Shetty, ``The Comfort range satisfies the three requirements of speed, good results and convenience due to its unique features: a cerelon coated soleplate, instead of the usual silvestone coating, which makes it scratch- resistant and more durable, a higher wattage (1200 watts) and maximum steam output (15-25 gm steam rate per minute against the usual average of 11-13 gm) and an even steam distribution.''

Philips India was the first to launch steam irons in India in 1993. It enjoys a 65 per cent market share of the Rs 2,000 million, 6 million units total irons market. This year it is targeting a 75 per cent market share.

Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.