Consumer durable companies are witnessing a sharp rise in sales of colour televisions, especially LCDs, thanks to the Fifa World Cup. While companies like Samsung have seen a decent rise of 30% on one hand, Haier has witnessed a phenomenal growth of 240%.
Ravinder Zutshi, deputy managing director of Samsung India, told FE, ?This year, our sales of televisions have been more than normal and we have seen a 25-30% increase in sales, especially LCDs, because of the rising viewership of the Fifa World Cup. We have received a very good response from across the country, especially from places like Kerala, Cochin, Kolkata and Goa where people are very crazy about football.?
Zutshi also said that due to improved sales of televisions, Samsung is planning to launch a new advertisement campaign on 3D. ?The response for 3D televisions is also very good which is why we have decided to launch a new advertisement campaign on 3D,? said Zutshi.
Tadato Kimura, general manager, marketing, Sony India, said, ?Sales of Sony Bravia model have been according to our expectations and are really high all over the country. We have sold around 30,000 units of Bravia LCD TVs in West Bengal and around 10,000 units in Kerala. We have also introduced innovative consumer promotions in West Bengal and Kerala, where on purchase of every Bravia LCD TV above 26 inches, consumers will get an official replica of the Fifa cup.?
Haier Appliances India president Eric Braganza told FE, ?As compared to the last quarter, we have seen a sharp rise of 240% in sales of televisions, including LEDs and LCDs, this quarter because of the World Cup. The cities which have seen a phenomenal rise in sales are Goa, Pune, Kolkata. Sales in Assam and Kerala are also very impressive.?
Braganza said that Haier has launched its soccer scheme, Haier Free Kick Offer. ?It is a scratch card scheme, where on purchase of any LED or LCD TV above 81 cm, customers can win 100% cash back or an Adidas track jacket worth Rs 2,290 autographed by Bollywood star John Abraham,? said Braganza.
He further said, ?John Abraham, who is Haier?s new brand ambassador, is the centerpiece of the launch commercial for Haier?s LED TVs. The commercial was especially launched a few days before the tournament.
The TV commercial leverages John?s passion and skill as a footballer together with the experience of Haier?s brilliant new LED TV. This experience is summed up by the actor in the last frame of the commercial with his line, Join the Game.?