The Hindu Business Line : Wooing newly-weds, the Whirlpool way

IT is not just report cards, but wedding cards too that can win you freebies! If McDonalds and Nirula's have been wooing the students by offering discounts on food, for performing well in their exams, then consumer durable majors are no less.

Spinning the magic for newly-weds, Whirlpool has come out with a "Special marriage offer for the `newly weds' " on its air conditioners.

Until now, the consumer has been used to consumer durable companies offering discounts, scratch cards, slogan writing and what have you. But if Britannia is offering newly-weds a honeymoon in South Africa through its latest burst of Britannia Khao, World Cup Jao ads, Whirlpool is doing it more subtly.

Cashing in on its image as a homemaker, the company has placed its catchy advertisements in the classified sections of the print media. Described by company officials as "A smart innovative idea that touches the heart," - the ad has Whirlpool inviting young couples to visit select authorised dealers and avail of special offer on the Whirlpool MagiCool range of air conditioners.

Elaborating on the scheme, the official told Business Line that, "the couples are required to come with their wedding cards to ensure that this offer was made only to the newly weds. The offer at present is open in Delhi and select towns of Punjab, where the marriage season is at its peak."

Whirlpool official further pointed out that, today the role of the homemaker has evolved from the traditional role of a Home bird. "Yes, she is a wife, a mother, a daughter-in-law but she also is an individual with a career and a personal life," the company says.

According to Mr Deepak Singh, Group Project Manager, NFO MBL India Pvt Ltd, "such moves if the campaign is well planned definitely helps in luring the consumer to the shop."

Commenting further, industry insiders said, seeing the present market conditions in the consumer durables and electronics industry, where colour television (CTV) and air conditioners seems to be among the few categories doing well, aggressive marketing tactics do help.

"It helps to cut through the clutter," Mr Singh said. Agreeing with the view held by Mr Singh, industry insiders say, "such promotional moves lures the consumer to the shop and then it is up to the dealer or the retailer on how they market the product."

Whether the schemes become a success or the failure is largely dependent on the salesman but for the company it creates the right amount of hype, the industry sources say.

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