Financial Daily from THE HINDU group of publications
Saturday, Mar 23, 2002
Financial Daily from THE HINDU group of publications Saturday, Mar 23, 2002 |
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Marketing
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Promotions & Offers Philips promo offers World Cup ticket Sajeev Kumar V
Legendary footballer, Mr I.M. Vijayan (left), unveils the new promotional campaign `Whistle your way to the World Cup' launched by Philips India Ltd in Kochi on Friday in the presence of Mr Rajeev Karwal, Senior Vice-President of the company.
KOCHI, March 22 "CEETEE Bajao World Cup Jao'' (Whistle your way to World Cup Football), a new promotional campaign of Philips India Ltd on its colour television range has been launched in Kerala on Friday by the legendary footballer, Mr I.M. Vijayan. Under the new campaign, customers can win tickets to the semi finals and final of the World Cup Football being held in Korea and Japan. "This is a first-time opportunity for 100 people to watch the World Cup match,'' Mr Rajeev Karwal, Senior Vice-President, Consumer Electronics, said at a press conference here. He said the new campaign would be introduced only in those States where football is a popular game. Apart from Kerala, it was launched in Kolkata and would be launched in Goa and Guwahati in the first week of April. The company is expecting 50 per cent increase in sales in Kerala with the commencement of this integrated marketing campaign. Currently, it has a market share of 8 per cent in the colour TV segment and sells around 25,000 sets a month in the State. Explaining the significance of the choice of a `ceetee' for the campaign, Mr Karwal said that in soccer, the whistle is an integral part of the game from the start to the finish of the match. The whistle serves as an excellent delivery mechanism because of its uniqueness and association with football. On purchase of any Philips CTV, the customer will be presented with a whistle. He blows on the whistle and the prize pops out of the whistle. This could be anything from a free ticket to the World Cup to a Plasma Television to other hi-end electronic products. The special offer is valid from April 1 to May 30.
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