durable companies are travelling beyond the metros this
festive season. From Whirlpool's Bijoy Utsav to Samsung's
dream home roadshow, Tier-2 cities are getting marketing
attention like never before, reports CNBC-TV18.
to Siliguri, Jhansi to Jalgaon, Samsung has conducted
road shows in 100 such non-metro cities. Apart from
building brand equity, this dream home road show showcases
Samsung's range of high tech products. Samsung, will
be spending 50 per cent of its advertising budget on
below the line activities. These Mobile vans parked
at central city locations, show off live product demonstrations
and drive footfalls into the Dream home show.
road shows have been adding Rs35 crore to Samsung's
balance sheet in just six months and will be continued
in the coming year.
Zutshi, deputy MD, Samsung India, said, "We will
definitely have a plan in place by end November, to
draw a similar strategy, to take this to another 100
cities to continue this mechanism of dream home show."
has invested Rs7 crore towards this road show, and is
looking at 10 per cent increase in revenue contribution
from semi-urban areas this year.
which invests about 30 per cent of its marketing budget
in Tier-2 cities, has seen them contributing 30 per
cent to their topline. In fact, it has just concluded
its month long marketing drive in markets like Raipur,
Surat and Agra. Events included recipe shows, couple
contests and entertainment evenings, in sync with its
Jain, GM, brand marketing, Whirlpool, said, "We
have seen between a 10-per cent and 30-per cent increase
in brand preference amongst intending buyers of home
appliances due to these events."
televisions and direct cool refrigerators are the two
leading categories in the Tier-2 markets.
LG leads in the television segment, Whirlpool takes
in the entry-level refrigerators. LG gets almost 60
per cent of its business from the non metro markets
and spends around 50 per cent of its marketing budget
in these regions. With a double-digit growth coming
from Tier-2 markets, and low penetration for most categories,
this festive season is all about cashing in on rising
aspirational and income levels.