DAIKIN
Kamal Nandi
Business Head and Executive Vice President,
Godrej Appliances

Message – Brand to Retail

Festive season is an exciting time for us and we would like to express our sincere appreciation and thank our trade partners for their commitment and continuous support to Godrej Appliances. We wish them a happy and successful Diwali 2018 and we hope that this strong association will continue to flourish in the times ahead!

On the consumer schemes offered by the company

As Godrej Appliances marks 60 years of thoughtful innovations this year, a one of a kind festive offer is being offered, wherein our consumer can take home any premium appliance in just Rs 60, with no other down payment or processing fee. It is valid from October 1 till November 15, 2018.

The brand is also offering attractive finance schemes which permits the consumer to take home various models of refrigerators, washing machines, microwave oven starting at Rs 999 while air conditioners and chest freezers starting at Rs 2499 only. On top of these, with every purchase of convection microwave oven, a set of Treo Bowls worth Rs 999 only, is being given free to customers.

Attractive gift vouchers including but not limited to salon vouchers, meal vouchers, movie tickets and holiday packages, in association with various brands like Amazon, Pantaloons, Lifestyle, Tanishq and many more, are up for grabs for microwave oven buyers as well. To further add a zing to this year’s celebrations, the brand is giving away VIP trolley bag on the one of a kind Godrej Edge Duo refrigerator which is India’s first single door refrigerator with separate veggie drawer.

We also introduced attractive exchange offers on selected models abetting its consumers to upgrade to brighter living with ease. We are happy to continue the Godrej tradition of bringing joy into the lives of millions of Indians through our value-laden products, coupled with the entire basket of our attractive offers in every product category, dazzling up the festivities.

On impact of promotional schemes

Godrej Appliances has been growing faster than the industry in recent years, registering growth ranging between 15–30 percent in the past few festive seasons. With our wide range of technologically advanced products backed with attractive offers, we expect to continue the good run with a growth rate of 20–22 percent, this season.

On advertising strategy during the festive season

With the exciting offers and numerous launches lined for this season to entice the consumers, the focus is on getting higher traction for better shop level conversions with emphasis on trained shop level sales force, technology enabled selling along with various finance offers. We are also promoting our festive offers on digital platforms including social media pages and other digital assets. 

On plans to introduce new models

We have a slew of 40 new models across categories for this season. The refrigerators category has new launches in both frost free and direct cool segments spanning multiple capacity points – from 205 liter to 430 liter. These new refrigerators up the bar on both aesthetics and technology keeping rising consumer aspirations in mind.

In the washing machines category, Godrej Appliances is expanding its portfolio in both top load and semi-automatic segments with a mix of new launches and upgrades, in multiple capacities and colors.

The slew of launches will continue into the most recent category of chest freezers as well with a differentiated 2 in 1 freezer cooler range.

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