So get set to grab them all… the festive offers have already
begun rolling, replete with special schemes, discounts, package deals, events, direct consumer interactions and dealer felicitations; and many of them such that you will have a tough time refusing the lure of that second refrigerator or television set. But before we plunge into the nitty gritty, let’s take a brief look at how consumer durable biggies actually fared during the previous festive season. American major Whirlpool saw it not just as a sales opportunity but a strategic lever to be part of the consumers’ life. “That is the reason that we have outperformed the market and especially so in festive seasons. We have grown by roughly 30% during various festive seasons in previous years in all our categories” boasts Sukhpreet Singh, GM, Brand Marketing, Whirlpool India. “During the previous festive season Electrolux clocked a total business Rs.1.3 billion with a volume of 120,000 appliances,” adds Madhav Nene, GM-Marketing, Videocon Industries (Electrolux Division).
For Complete IIPM Article, Click on IIPM Article
begun rolling, replete with special schemes, discounts, package deals, events, direct consumer interactions and dealer felicitations; and many of them such that you will have a tough time refusing the lure of that second refrigerator or television set. But before we plunge into the nitty gritty, let’s take a brief look at how consumer durable biggies actually fared during the previous festive season. American major Whirlpool saw it not just as a sales opportunity but a strategic lever to be part of the consumers’ life. “That is the reason that we have outperformed the market and especially so in festive seasons. We have grown by roughly 30% during various festive seasons in previous years in all our categories” boasts Sukhpreet Singh, GM, Brand Marketing, Whirlpool India. “During the previous festive season Electrolux clocked a total business Rs.1.3 billion with a volume of 120,000 appliances,” adds Madhav Nene, GM-Marketing, Videocon Industries (Electrolux Division).For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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