Sony to spend Rs 5 crore in Bengal for mktg, promos

Sony India is investing close to Rs 5 crore in West Bengal during the festive months (September and October) on marketing and promotional campaigns.

The company expects close to Rs 70 crore revenues during the festive period from the region.

Sunil Nayyar, general manager, Sony India, said, “We are expecting a 60 per cent growth in revenues during the festive period this year. Last year, we earned Rs 43 crore during the festive months in West Bengal. Now that consumer sentiments are improving, we are lining up fresh investments in the state.”

Much of the success in achieving this growth is expected to be a result of Sony’s aggressive customer-focused strategy in categories such as Bravia LCD TVs, cyber-shot cameras and home theater systems.

As part of its regional marketing strategy, Sony has launched models across the product series of its Bravia LCD range. The 23 models across seven different series start at Rs 14,900 under exchange scheme.

Also, the company is depending on its zero percent finance offer which includes zero processing fee and zero percent interest on the purchase of a Bravia model.

“Over the last two-three years, we have noticed festive season shopping pickng up only in the week before Durga Puja. We are witnessing the same trend this year too. Considering that this is just the beginning of the festive season, we are optimistic as we expect this momentum in sales to stay for the coming weeks,” added Nayyar.