Hitachi HLS to spend Rs 500 mn towards marketing in 2011

BANGALORE: Hitachi Home & Life Solutions (India) Ltd (HHLI) will be spending around Rs.500 million this year towards brand building, media, advertising and marketing, reveal company sources.
“We have planned to spend around Rs 400 million this year for promotions across media and towards marketing of our various products. Our global principals spend around Rs 100 million towards brand building in India,” the sources inform.

The company has earmarked around Rs 60 million towards mass media communications on television for its products this year. This includes two new TVCs to promote two new home air-conditioning (AC) product lines that it launched in India today- I-Clean and Kaze (Japanese for Cool Breeze). Hitachi is also a sponsor of ‘The Big Fight’ show on NDTV.
Over the next few years, the company is targeting a 10 per cent market share, amounting to Rs 12 billion, of the rapidly growing home AC market in India. It currently has a seven per cent market share.

HHLI, which had so far been catering to the premium segment, has now launched home AC products in the mass segment and expects the growth to happen on the back of the new launches.
HHLI has an installed capacity of 400,000 million home AC units. It has a nationwide distribution network of 18 branches, 172 exclusive sales and service dealers, over 1500 showroom dealers and 350 service points including 33 company owned service payment.

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