The Hindu Business Line : When <I>modaks</I> come bearing sweeter goodies

CONSUMER electronics manufacturers are stepping up their promotional activities for the festive season of Ganesh Chaturthi in Maharashtra, which begins on September 18. Most companies are doling out goodies ranging from colourful modaks stuffed with surprise gift tags to free kitchen appliances, besides launching new products.

LG Electronics India Pvt Ltd (LGEIL) has launched an innovative promotional offer called Ganpati aaye uphaar laaye for its customers in Maharashtra only, where the company will offer replicas of modaks stuffed with chits declaring the surprise gift. The company will dole out gifts worth over Rs 1.75 crore to all customers. The promotional offer is valid up to September 20.

The company has used modaks, a sweet distributed during this festive season, not only to gain goodwill but also to ensure a surprise gift depending on the values of purchases made. All customers who will make purchase are entitled to win gifts.

Speaking to Business Line, Mr Vishal Dutta, Zonal Manager (Maharashtra and Goa), LGEIL said, "Last year we had a similar consumer scheme called `Ganpati de Sampati' during the Ganpati festival. It was a huge success. Our sales during that period were double the normal business we do in a month."

The sales in August last year were around 4,000 - 4,500 units a month in Mumbai. They shot up to 6,500 - 7,000 units during the Ganpati festival, Mr Dutta said, adding that this year LG was aiming at achieving sales of around 13,000 - 14,000 units.

"We have also added many more products, especially GSM mobile phones, LG's Dios Refrigerators, Flatron TVs, Projection TVs, home theatre systems and Tromm washing machines as gifts for the promotion, Mr Dutta added.

Philips India Ltd is also cashing in on Ganesh Chaturthi by introducing special festive offers against purchases across its product basket of monos, radios, stereo radio recorders, compact disc-radio-cassette recorder and DVDs besides launching Philips Power Sound series DVDs for Rs 4,990.

Philips will offer free casseroles on purchase of every mono, and umbrella with radios. Most stereo radio recorder purchases will fetch an attractive Cello flask. A free 16-piece glass dinner set comes free with two models of Compact Disc-Radio-Cassette Recorder.

"Ganesh Chaturthi is a major driver for consumer electronics. In this season, the sales of our mini audio systems leap by 100 per cent, while our radios sales increase by 60 per cent. We expect 20-30 per cent growth across the audio segment," said Mr Aslam Karmali, General Manager (Consumer Electronics), Western Region, Philips India Ltd.

"Last Ganesh Chaturti, the average DVD price was around Rs 10,000, while this season, we have brought it down to Rs 3,990. So, we expect a boom in DVDs sales this season," Mr Karmali added.

Mirc Electronics, the maker of Onida TV, is also planning to kick off a promotional offer this season, which it will release in due course of time. However, the company had nothing significant in terms of promotions during Ganesh Chaturthi last year.

Most of these players have beefed up their advertising plans. LGEIL plans to spend Rs 3 crore in promotions and advertising for this season, while Philips will spend Rs 2 crore. Onida, however, hopes its brand icon, Devil II, launched last week will drive its festive campaign this year. Philips will also air two television commercials for this festival.

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