Samsung Bets On Its Brand Ambassadors To Up Sales

New Delhi: | Updated: Sep 30 2003, 05:30am hrs
As part of its festival promotion this year, Samsung India is betting on Team Samsung, the band of eight cricketers it has as its brand ambassadors. Samsungs strategy is simple: leverage Team Samsung to its advantage through an umbrella consumer promotion Rub Ka Kamaal and a series of five television commercials. Its budget for the entire exercise: Rs 25 crore, of which Rs 10 crore will be spent on advertising and below-the-line activity and Rs 15 crore on gifts. The targets in terms of sales revenue: Rs 550 crore against Rs 380 crore during the festival season last year, which amounts to a 45 per cent growth.

While the consumer promotion was launched on September 26 and will run till November 15, the first of the TVCs will be aired in the first week of October. The films, five in all, will focus on taking Team Samsung out of the cricket field and into the hearts and minds of the common man.

The campaign will highlight the aspirations of every Indian to play a part to the best of their ability in the success of the team. Thus, the common man graduates from being a mere spectator to a proactive, even an aggressive contributor to the teams fortunes, says Samsung director R Zutshi.

By integrating Samsung products like CTVs, refrigerators and washing machines into everyday situations involving the common man and the players, the campaign seeks to build familiarity both at a product as well as at a brand level for Samsung.

Says Mr Zutshi,Given the general economic upturn and the good monsoons we have had this year, we are expecting to notch up sales of Rs 550 crore during the promotion period. By launching the Rub Ka Kamaal consumer promotion as well as new models of colour televisions, microwave ovens and our indigenous refrigerator series prior to Diwali, we expect to maximise our sales during the festival period.

In the CTV category, having achie-ved sales of 8.6 lakh colour televisions so far this calender year, the company is targeting sales of three lakh CTVs during the promotion period. The company has also planned new lau-nches in CTVs, washing machines and microwave ovens before Diwali.

The Samsung Rub Ka Kamaal promotion offers free gifts like a trip to Australia to watch the India vs Australia series; Samsung Microwave ovens, DVD players, Swatch watches and strolley bags. The company is also giving additional warranty of three years, that is a total of four years warranty on all CTVs purchased during the period and a five-year warranty (2+3 years) on washing machines.