Kamal Nandi , EVP and Business Head , Godrej Appliances
We would like to thank all our trade partners for their continuous support to brand Godrej over the past years. We hope that the strong relationship that we have with all of them will continue and will be fruitful for all including our consumers. We would also like to wish them a happy and successful Diwali 2017.
On consumer schemes offered by the company
Godrej is providing an impetus to the Diwali celebrations with its unique Grand Makeover Festival. A lucky draw conducted every day gives the winner a home makeover worth `3 lakh. We also have attractive exchange offers of up to `12,000 and finance options with easy EMI and cashback opportunities on select Godrej appliances. The scheme began on September 20, 2017 and lasts until October 20, 2017. Festivals are occasions for celebration, and Godrej Appliances promises to make this festive season happier and brighter than ever.
On impact of promotional schemes
The festive season is one of the major buying seasons for the appliances industry. Consumers during this time actively seek deals, over and above a good product with relevant technology that takes care of their needs. We expect a good promotional scheme to influence the buying decision of consumers if they find value or utility for it in their lives. As the festive season is still on, it is too early to comment on the impact of this year’s promotional schemes on sales. With consumers becoming aspirational and the affordability going up, Godrej Appliances is now focusing on premiumization across all segments and is expecting a surge in the high-ends across categories in the upcoming festive season as well. Backed by innovative and relevant products, we hope to capitalize on this in the months to come as well.
On advertising strategy during the festive season
Apart from presence offline and on the shop floor, we will continue promoting our festive offers on our digital platforms including our website and our social media handles – Facebook, Twitter, Instagram, YouTube, LinkedIn etc. Apart from using our own assets, we also launched a full-fledged digital campaign for the festive season. Social media, for us, is a year-round phenomenon and for the festive season we will be using it to convey information on new launches, better usage of products, as well as what is in store this festive season. We also merge our online and offline presence to boost our BTL activations in different geographic regions during the festive season.
On plans to introduce new models/promote specific models
Godrej has an extensive range of advanced home appliances with relevant technology that are sure to reinforce the perception of Godrej being an innovative and technologically superior brand in the consumer durables industry. Earlier this year, we expanded the NXW portfolio further, with the launch of the Godrej NXW AC – India’s greenest inverter AC with an ISEER of 5.8 and also launched the Godrej Edge Pro inverter refrigerator. We have recently entered the top load segment in the washing machine category with the launch of the all new Godrej Eon range of fully automatic front load washing machines with advanced features like allergy protect and eco balance technology. We will be launching new models in microwave ovens shortly. The new launches coupled with our festive offers will give our consumers more reasons to cheer.