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Telecommunications equipment industry

Malls Become Key Platform for Consumer Durables Marketing

Strategic Insights

— 1 min read

Major consumer durables companies such as Sony Ericsson, Nokia, Gillette, LG, Samsung, and Maruti are leveraging malls and multiplexes as key marketing platforms through makeshift stalls and road shows. These stalls provide a cost-effective medium to engage serious customers and drive sales, especially during weekends when families tend to visit malls in large numbers. By using stalls and vans, companies can offer a demonstrable brand experience, shape consumer knowledge and predisposition, and connect with customers at an affordable rent of Rs 15,000-25,000 a day.

Key Takeaways:

  • Major consumer durables companies such as Sony Ericsson, Nokia, Gillette, LG, Samsung, and Maruti are using malls and multiplexes as key marketing platforms through makeshift stalls and road shows.
  • These stalls provide a cost-effective medium to engage serious customers and drive sales, especially during weekends when families tend to visit malls in large numbers.
  • Companies such as Nokia and LG are using stalls to offer a demonstrable brand experience and engage customers through a systematic mapping of consumer routes within malls and high-density shopping areas.
  • Low-ticket items are being sold at stalls, but the main goal is to shape consumer knowledge and predisposition for high-priced products.
  • Companies such as Gillette are using road shows to promote new products with events and freebies, while Maruti is using stalls to let customers have a touch-and-feel experience of its new offerings without visiting a showroom.
  • IT brands such as HP, Compaq, and camera brands are also using similar exhibitionism to engage new mall-bound customers.

Statistics:

  • The rent for a stall in a mall can range from Rs 15,000 to Rs 25,000 per day.
  • Companies such as LG plan to roll out stalls in 25 malls across India in the first phase of their campaign.
  • Landsdowne Pavas Bhatia, senior consultant, KSA Technopak, estimates that such road shows can expose a brand to as many as 50,000 customers at virtually no cost.

Sources:

  • Salil Kapoor, marketing head, LG Electronics India, in the article
  • Sanjay Behl, head of marketing, Nokia, in the article
  • Pavas Bhatia, senior consultant, KSA Technopak, in the article
  • Various consumer durables companies mentioned in the article

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