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Samsung,
P&G ink marketing tie-up
Our
Marketing Bureau in New Delhi
Samsung Electronics and Proctor & Gamble (P&G) have
inked a brand endorsement agreement for the latter’s ‘Ariel’
detergent powder. As per the marketing tie-up, while all Ariel
packs—200g, 500g, 1 kg and 1.5 kg—will carry a Samsung recommendation
and the company logo from January 2002, all Samsung top-loading
fully automatic washing machines, Samsung ‘Karisma’ and twin-tub
semi-automatic washing machines will carry a 200 gm packing
of ‘Ariel’ detergent powder and two discount coupons for purchase
of any pack of Ariel detergent.
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Tabu to stir
up in-shop hungama
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IN the second phase of its ‘Phod ke Dekho’
festive season promotion, Samsung India has launched a
series of ground-level activities which involves creating
excitement at the dealer outlets. The company has planned
a series of activities including ‘In-shop Hungama’ at
various dealer outlets, having its brand ambassador cinestar
Tabu visit outlets in select cities like Bangalore (on
November 10) and Delhi (on November 12) and a mobile cavalcade
touring the cities talking about the promotion and creating
consumer interest through games and other interactive
activities.
‘‘The ground-level activity is part of our effort to sustain
the momentum that has been built up for the Phod ke Dekho
Offer. We have already given away prizes to around 12,000
customers in the first 15 days of the promotion on an
all-India basis,’’ says Mr R Zutshi, VP-sales, Samsung
India.
The company is spending Rs 15 crore on this mega promotion,
which includes gifts worth Rs 10 crore. It claims that
while the promotion has met with a very strong response
in the east where CTV sales have registered an over 40
per cent growth in October 2001 compared with October
last year, sales in north and west too have started picking
up.‘‘We expect to register a 30 per cent growth in sales
turnover in the last quarter this year compared with the
corresponding period last year,’’ says Mr Zutshi. |
According to Mr R Zutshi, vice-president,
sales, Samsung India,‘‘We plan to effectively leverage the
brand association with P&G through advertising, ground-level
activities, including live washing machine demonstrations
at Samsung dealer outlets and by using the P&G dealer
network to increase brand visibility. Samsung also plans to
send discount coupons for Ariel to its existing washing machine
customers who are members of Samsung Digital World, as well
as work out joint marketing programmes with P&G, targeted
at Samsung customers.’’
This is part of the brand’s strategy to focus on increasing
visibility for its washing machine line-up. Meanwhile, in
order to further strengthen its washing machine business in
the country, Samsung is in the process of setting up a new
production line for washing machines at its Noida plant this
year. It expects to commence production of its fully automatic
washing machines by December 2001. The initial plant capacity
is around 1.5 lakh units.
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