Gone are the days when players in the air conditioner (AC) segment would market their products only during summers. Now, with erratic weather conditions, AC sales take place throughout the year.
“With the climactic conditions not following their regular cycle and seasons being erratic, industry is now going for hot and cold air-conditioners for all weather conditions. ACs are slowly becoming year-long products with sales following yearly trend and not just quarterly,” says H.S. Bhatia, Chief Marketing Officer, Videocon.
Voltas, for instance, has launched its all weather proposition in the air conditioning segment. “In the last four months, our all-weather air conditioner sales have gained momentum, enabling us to claim leadership with 21 per cent market share,” says Pradeep Bakshi, COO, Voltas Unitary Products Business Group (UPBG).
Panasonic too confirms the trend with bulk of their sales spread throughout the year. “Earlier, 60-65 per cent sales of Panasonic ACs used to come during the summer season (March-May). Now, summer season contributes about 35-40 per cent of AC sales and the rest is scattered throughout the year,” says Manish Sharma, MD, Consumer Products Division, Panasonic India.
Sharma points to demand of window ACs being more during summers as soaring temperatures drive price sensitive buyers to make a purchase. For the rest of the year, split ACs are more in demand, as that is the time when the relatively well-off section of the population buys. “Festivals, house renovations and setting up a new home give reason for sales of air-conditioners all 365 days of the year,” adds Sharma.
With sales happening throughout, it makes sense for marketers to have year-round marketing activations. Daikin Airconditioning India, for instance, has campaigns both at national level and in the regional markets.
“The religious calendar activates with the onset of Onam in Kerala, followed by Durga Pooja in the east, Diwali in the North, and Christmas in December, where we focus on regional campaigns. At the national level, we do year-round below-the-line activities and sponsor cricket series. Cricket for one has no season, it is a religion in this country and we leverage it for reach and penetration, throughout the year,” says Kanwal Jeet Jawa, Managing Director, Daikin Airconditioning India Pvt. Ltd.