Godrej Appliances to up marketing spend to Rs 1.35 bn

BANGALORE: Godrej Appliances, a division of Godrej & Boyce manufacturing Company Limited, announced the third phase of its launch of LED, LCD, LCD Game TV and CRT television set range in three states – Karnataka, Tamil Nadu and Gujarat.

Godrej Appliances spends around 5 per cent of its revenues towards ATL and BTL marketing. Last year the division had revenues of Rs 20 billion. It is targeting revenues of Rs 27 billion this fiscal and plans marketing and promotion spends of around Rs 1.35 billion, revealed by Godrej Appliances executive vice president Marketing & Sales Kamal Nandi to

Godrej Appliances plans to double its sales from 150,000 units last fiscal to 300,000 this financial year. It is targeting a market share of 5 per cent of the estimated 800,000 television units market in Karnataka over the next 12 months. A comprehensive 360 degree communication plan has been charted to actively communicate with the TG in Chennai.
“We will be looking at the local media across the four southern states for promotion of our television range, popular channels such as those of the Sun Network, radio, promotions at malls for experiential marketing phase. Our new products such as the Game LCD TV require demonstration and are to experienced,” explained Nandi.

Today’s launch completes the roll out of television sets for Godrej Appliances in south and west India, except the Mumbai Metropolitan region. During the first two phases, the division had completed the roll out of its television sets in Andhra Pradesh, West Bengal, Rest of Maharashtra and Kerala.
The division plans to complete its pan-India roll for its television range over the next two years. “We have a strong service infrastructure in the states that we have launched. As we strengthen the service infrastructure in other places, we will roll out the television range there,” revealed Nandi.

The LCD/LED range will be available at the price of Rs 15,500 to Rs 62,000 and the Godrej CRT TVs will be available at a price range of Rs 5,100 to Rs. 8,600 across Karnataka.

JWT handles the creative duties for all other Godrej Appliances products except colour television, while Mindshare handles the media buying. Creative duties for the division for colour television are handled by Leo Burnet.

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