In line with this development, Philips India, the local arm of the audio major, is planning to invest 3% of its total sales turnover in brand promotion across the country during the course of the year. The objective is to boost volumes by 18-20% in the second half of the year. Philips India Ltd, senior vice-president, D Shivakumar said: for the first time, Philips will have exclusive sponsorship rights in the consumer electronics (CE) category of the FIFA World Cup to use official partner designation, official logo, preferential access to tickets, and hospitality, create premiums, and, produce limited edition FIFA World Cup products. This will mark Philips 6th sponsorship of the FIFA World Cup.
Besides, Philips will demonstrate its new brand positioning, build valuable relationships, and showcase connectivity between products and customers. Philips hopes to bring the brand values of the FIFA World Cup and Philips to life by enabling football enthusiasts across the world, and, especially India, to view the FIFA World Cup through Philips products, and, services, he added.
Philips India also plans to launch a new promotional campaign during Onam festival in Kerala where free tickets to the FIFA World Cup will be offered on grand prizes. There is an instore promotional activity themed around FIFA in September-October in 50 Arenas, Philips exclusive brand shops, apart from launching an integrated 360 degree marketing programme centered around FIFA and leveraging Philips sponsorship, he said.