Roshan Sirohia , Director , Cruise Appliance Pvt. Ltd.
With an aim to provide an advantage to the customers, we are giving a Philips home theater system free with every Cruise inverter AC. This offer is applicable only in selected cities and will be active till Diwali. The offer was launched on September 20, 2017 and ends on October 20, 2017. The offer is to encourage the use of inverters and promote Cruise air conditioners during the festival.
On impact of promotional schemes
Sale of home appliances begins to pick up during Onam, which generally sets the momentum for the festivals and goes on till the end of Diwali. However this year has observed a drastic effect on the consumption considering the demonetization (which remained until March) and the application of GST (since July). But since August, the momentum has picked up and business has settled in most parts of the country. With an aim to boost the sales, Cruise has launched the consumer offer because of which we are hoping for a substantial growth in sales during this festive season. We are expecting a 50 percent growth in sales from September till December.
On advertising strategy during the festive season
Given the objective to achieve a minimum of 50 percent growth in sales during this season we choose to have targeted communication at the key counters of the select regions. We opted for TV commercials, print, and cinema activation as the platforms to promote the offer. Further to motivate our network we aided them with the POS communication. Given the clutter of campaigns which talk about the buoyant festive sale and heavy discounts we believe it was essential to provide the end users with a value addition in the form of an additional electronic item. This is when we launched the offer providing the end users with a Philips home theater system with every purchase of a Cruise inverter AC. Our spent during this season will be close to 15 percent of our total budget.
On plans to introduce new models/promote specific models
Since the demand for inverter ACs has been rising we will be promoting the Cruise inverter range in the current season. The most popular range of Cruise inverters is the VarioQool series available with latest technology, silent operations, and lesser electricity consumption.