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Durables : Brands
There are hundreds of Brands for products under the Durables
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Consumer durables include products such as household appliances, machinery, or sports equipment that are expensive and can be used for several years. They are also known as hard goods. Durable goods are typically characterized by long inter purchase times - ie the time between two successive purchases. Cars, appliances, business equipment, electronic equipment, home furnishings and fixtures, accessories, photographic equipment, recreational goods, sporting goods, toys and games are some examples of durable goods.
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Consumer durables is a sub- category of the FMCG sector. It is the most advertised sub category after food and beverages. Consumers no longer have limited choices in purchasing consumer durables. Now, with the ever-increasing list of new entrants in the category, the consumers have a wider range to choose from. The obvious outcome as a result of this has been that FMCG players have had to increase their advertising budgets and generate creative marketing initatives. Some of the top Indian advertisers within this category are LG, Philips, Whirlpool, Sanyo BPL, Godrej, Videocon, Samsung, Sony and Mirc electronics.
The advertisers of consumer durables prefer the use of television commercials over print adverts. Home appliances are the most advertised items of the durables category. Among home appliances television sets are the most advertised followed by refrigerators, washing machines and air conditioners. Sales promotions, exchange promotions, contests, multiple promotions and add on promotions are the most widely used campaigns of this category.
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The adverts of this category feature models as well as celebrities. Cricketers and film stars are the preferred celebrities for endorsements in India. Celebrities that have been used to promote consumer durables include Kajol (Whirlpool), Ajay Devgan (Whirlpool), Abhishek Bachchan (LG electronics), Shahrukh Khan (Videocon), Rahul Dravid and Mahendra Singh Dhoni. The Hindi news and regional general entertainment channels are the preferred medium of advertising. Air-conditioners, TV sets, refrigerators and washing machines are mainly advertised on national channels while fans, water purifiers, filters, electrical switches prefer regional channels. Prime time is the preferred advertising slot for this category. The duration of the adverts is about 20 to 30 seconds. For print adverts the preferred medium is the newspapers followed by magazines. Advertisers prefer general interest newspapers and women based magazines to advertise their products. In India Diwali is the preferred period of the year for advertising durables.
Consumer durable advertising is not related to sales alone, it is also an exercise towards building a brand image. While consumers are budget-conscious, they tend to be brand-conscious for products where quality and longevity is important . Thus advertising is often used to build a brand's image. A good image created by advertising acts as a shield for the brand. Good advertising supports not only the sales but the brand image of the product as well.
