Consumer Durable Companies Target Southern States For December Sales

New Delhi, Nov 6: | Updated: Nov 7 2003, 05:30am hrs
With bumper sales in October Diwali season behind them, consumer electronics and white goods companies are gearing up for the last lap of sales buoyancy before 2004. While Christmas and New Year are not uniformly high sales months across India, Tamil Nadu, Kerala, Andhra Pradesh and Karnataka treat the end of December, much as the rest of the country treats Diwali.

Whirlpool India, which achieved 30 per cent growth in washing machines in October over the previous years season and 20 per cent in frost-free refrigerators, has plans for the south.

The companys vice-president (sales) Benoy Chowdhury told FE, The Diwali offers have been withdrawn, but now there will be state-specific market inputs, consumer schemes and special offers for the southern states. We will be firming these up in the next few days.

Samsung India, which could not have had a better Diwali, had sales in October this year of Rs 320 crore, up 40 per cent over October last year. The company sold 2.25 lakh colour TV sets in October its highest ever in a single month (a growth of 60 per cent over last October), and with the percentage of CTV sales being 25 per cent flat TVs, the latter has also now achieved its highest single-month sales. In October, sales of washing machines were up 64 per cent, while microwave ovens grew 78 per cent in volume terms.

Samsung India director Ravinder Zutshi said, The Diwali Rub Ka Kamaal offer ends on November 15. We expect December sales to do well on account of the positive market sentiment and New Year Sales in South, which are normally quite buoyant. Electrolux Kelvinator general manager (marketing) Sanjeev Wadhwa said, There will be localised integrated programmes at counters, so consumers can come and see for themselves in the southern states. A whole lot of customised and localised mass media and advertising will also happen. LG Electronics India, in the festive season, has grown 54 per cent over last year, with a whopping 189 per cent growth in flat televisions. Marketing head Anil Arora said, For the south we will put in place an innovative consumer scheme, going by the success of the Pathaka Ghumao campaign for Diwali. There will be a lot of localised advertising, and we feel our sponsorship of the first ever MTV awards in India in December will also help publicity. Moreover, the November marriage season will create good pull for sales in the South. All of these companies will be using the residual ad budgets to push during the December season in the South.