Akshaya in Sanskrit means ' Never diminishing'. Akshaya tritiya is one of the most auspicious day for Hindus. It is believed that any venture initiated on these day shall continue to grow and will bring prosperity. Since the word is associated with 'never diminishing', Jeweleries and bankers finds it as an opportunity to push the consumers to their shop. this year sales of gold during these special day boosted to 40% ( sales where far better than the last year) . decline of gold price over Rs 200 per 10 gram helps to achieve good sales. This year the expectation was aroud 15% - 20% growth. but the return was more than that. Almost all jewelers came forward in advance to celebrate this year's edition of akshaya trirtiya fest.
Josco Jewellers one of the leading jewellers in the region came up with gifts and cash discounts for purchase for the their customers during the day. Alappatt Fashion Jewellery offered a gold coin for every purchase. they also offered special gifts for first 101 customers.
Another leading jewelery group TBZ also offered a gold coin for the purchase of gold and every carat of diamond jewelery.
One of the Greatest offer was from Bhima. They organized various programmes during the day. one of the major attaction was their akshaya tritiya collection which consists of pure gold jewellery. they also introduced various schemes for wedding parties. during the day of akshayatritiya,Bhima unveiled their renovated showroom. also they brought akshaya tritiya special gold coins blessed at Chottanikkara temple.
50% of India's gold consumption is in Sothern region. of that, 30% is accounted for by Kerala. There are at least 100 big jewellery businesses in Kerala having a stock of 35 kg at any given time. On a normal day, normally sales happened in a range from 100 gm to as much as 10 kg. There were also have been rare instance of sales touching 22 kg on a single day.
V-Guard Fans enters the outside Kerala Market with their first ever campaign ‘Desh Ka Asli Fan’. A TVC have been made as a part of the campaign, conceptualized by Maitri advertising works and the film was made by think pot films, which is currently aired during Ipl matches.The tvc was ideated in the background of a polling booth. The campaign conceptualized on the basis of social happenings like fake voting etc.
the TVC have been created with the emotional root in order create good recall in the mindof target group. The fan market in India consists of ceiling fans (which have dominant share), table fans, pedestal fans, wall fans and exhaust fans and manufacture special purpose fans for industrial applications.
The Indian market is estimated at 2.5 million fans per month and it is growing at about 10% per annum.
India has large number of manufacturing plants located across the country and producing world class fans. V- Guard group, one of the foremost corporate group in Kerala is recently only know all over India and V-guard fan is a new entrant in a high penetrated market and is very competitive Industry consisting of huge players with big brand names like Bajaj, Havells, Usha, Crompton etc. V-Guard launched a range of hi-tech pedestal fans with different features like mosquito repellent feature, temperature sensor, and they also launched pedestal fans ‘Chrommax Deluxe’ with the feature of timer. Orient PSPO etc.
The Industry also consist of a lot of unorganized players. Low technology manufacturing process, quality norms, lower overheads and tax evasion methods have enabled the un-organised sector to gain larger share of the market by ensuring a significant price difference
Inorder to Improve the market share, Havells also promoted their fan segment aggressively with a new campaign. the campaign launched during the summer season where people tend to use any resources avilable as their fan ( weaving newspaper or any thing ). three roots have been conceptualized.
a person in the office using news paper as 'fan' to get rid from heat and suddenly a group of journalists surrounded him and request not to waste their effort by shifting the use of their 'end result' as a source of revealing heat. The campaign has been communicated wisely, directly and possess clarity. Instead of a product specific communication, these two campaigns focused on great recall in the mind of consumers.
whenever a consumer think of buying fan, they will either go for the recommendation of electrician or salesman. but havells conceptualized a root with the idea that, Havells must comes to the mind of those who ever think of buying a fan. apart from the ad promotions, they are manufactured with attractive designs. Havells fans also launched high efficient energy saving fans. Now 25% of the havells revenue comes from the consumer electronic business.
