The company is now planning to launch a new marketing initiative called 20-by-20 Operation at all its 29 branches between July and September across the country, Mirc Electronics Ltd vice-president (sales, marketing and service) V Chandramouli told FE.
We are planning to create 20 dealers in each of our branches with an objective to sell around 20 units of washing machines per month. At present, we have around 10 models of washing machines and we are planning to add two new models with sub-brands Hydro Fuzzy and Hydro Soak soon, he added.
The 20-by-20 Operation will be supported with live demonstrations and in return the company will provide trade support to the 20 dealers. The company will release advertisements and set up around 70 to 80 hoardings across the country soon.
According to Mr Chandramouli: We will also be launching new consumer traffic generation activities for these dealers whereby we will have 20,000 newspaper inserts to popularise their trade support package. These inserts, which will have per dealer offer on Onida washing machines, will be circulated in the vicinity of the dealer for the convenience of consumers.
To promote its entire range of washing machines, the company is also planning to leverage its existing distribution network. As part of the strategy, we will expand our existing dealer network for washing machines from 300 to 800 and sub-dealers from 800 to 1,000 in the next six months. To handle key accounts for washing machines, Mirc Electronics is also planning to create a fully focused sales team of around 45 people, he said.
According to Mr Chandramouli, the company has invested around Rs 6 crore on the new marketing initiatives. It hopes to sell around one lakh washing machines between July and September this year.
To create awareness about its new models, the company is also planning to release a new TVC in mid-Sept this year.
Market Search India Pvt Ltd CEO Sundar Rajan said: It is an ambitious move to promote its washing machines. If the strategy works, then Mirc should lead the washing machine market in future.