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| Leading Companies; Godrej Appliances, Voltas Limited, Sony India, Panasonic India launching their new range of products and announcing the Onam offers in their respective Onam press conference organized in Kochi. |
Onam is the festive season, which falls in the Malayalam month
of Chingam after the harvest festival, when people of Kerala
are believed to engage in mass purchase of goods and commodities for the whole
year as well as for the coming years. Therefore, the atmosphere is full with
the echo of Onam sales promotional activities with attractive offers to woo the
Malayalis.
It is believed that in the Onam season alone, the companies sell out goods and commodities as many as they sell out in the rest of the 11 months of the year in Kerala. With Onam, the festive season gets kick started in India, and therefore, all the big players present themselves in Kerala with robust sales promotional activities. All the companies get a pulse of the market for the year and look forward to the sales of the commodities being sold out during Onam season. They believe that if the Onam sale is good, the coming festive seasons would also be prosperous in various other markets in India.
Why Onam is traditionally believed to be the biggest sales
season in Kerala as far as multinational and various other companies are
concerned? Onam is related to Kerala's harvest festival, and in the
earlier times people had money only after harvest in the Malayalam month
of Chingam, which falls after the month of scarcity - Karkidakam.
Whereas, now people have more purchasing power, not being limited to a season,
as most of them are salaried. Now, Kerala is less of an agrarian society, as
people find it difficult to eke out a living from farming alone because of the
plunge of the prices of the crops being produced and the
skyrocketing of living expenses.
The
mall culture and mega sales in popular online sites like Flipkart and Amazon
advertise offers and create festival seasons around the year for people to go
out and buy, or rather to buy things in a few clicks and taps through online
purchase. Of late, Lulu announced a midnight sales with flat 50% off and Amazon
announced Freedom Sales from August 08 to 11. Whereas, formerly Onam
season used to be the only season with these kinds of offers announced by the
companies.
Recently companies like Godrej Appliances, Voltas Limited, Sony
India and Panasonic India organized their press conference in Kochi announcing
a strong line-up of new products, comprehensive warranty, exciting consumer and
finance offers with assured gifts along with their expected sales figures.
Godrej Appliances targets 30% growth in the Onam season with an
exclusive Golden Celebration to win a bumper prize of gold worth up to Rs. 1
lakh, daily. While Voltas eyeing 50 crore business growth in Kerala in this
Onam also announced Onam Celebration Offer Opportunity to win attractive gifts
worth up to Rs. 1 crore on purchase of Voltas or Voltas Beko products. Sony
India doubles investment to Rs. 17 crore for marketing activities in Kerala
during Onam. Whereas, Panasonic is targeting sales worth 250 crores from
the Kerala market as well as 55% growth during the Onam festivities.
Perhaps, a typical Malayali finds maximum utility of a product,
and he replaces it with a new one only when the existing one stops functioning.
In this current market dynamics, and the way it is structured by both physical
and online stores, it is difficult to digest the fact that Onam sales
promotional activities, with discount and offers will sell goods and services
as per the expected sale figures of the various players. Last year, Onam sales
were completely washed out due to the worst flood calamity that Kerala witnessed
in a century and if the current rain fall persists, it will not be much of
a difference from last year. Let us wait and watch whether the projected
sales figures would match with the actual figures.
Image Courtesy: Mr. Jeevan Chandy (Voltas - Adfactors PR), Mr.
Antony William (Sony), Mr. Vivek Nair (Panasonic - Fuzion PR)
There is a coming back this time after the fear about a possible washout.
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