Amazon chief, Jeff Bezos is in India now as there is a rigorous advertising blitz in the country owing to the upcoming festive season. Well, there is an intense marketing battle taking place in country by the e-commerce portals such as Flipkart and Snapdeal to lure the consumers during the Diwali season.
The time period between September end to late October, that is till Diwali is the shopping season and during this time frame there will be top sales in the country accounting for about 40 percent of the total sales for most brands. As a result, the retails such as Amazon, Flipkart and Snapdral are in a selling spree. Reportedly, the three e-commerce firms are believed to shell out up to Rs 200 crore this festive season.
Among these, Snapdeal has distinguished itself in terms of deals, discounts and advertising campaign. It has roped in around 28 celebrities, especially television stars such as Mandira Bedi and Harsha Bhogle, cricket commentator. The firm has created over 50 advertisement films that will be aired over 85 national and regional channels till Diwali.
Moreover, theDelhibased retailer has blocked up over 2,000 ad slots per day across television channels and has spent over Rs 20 crore to become the sponsoring partner of the popular reality show, Big Boss, claims a source with direct knowledge regarding the matter.
Regarding this, Sandeep Komaravelly, Senior Vice President of Marketing, Snapdeal claims that the month leading to Diwali will be the biggest month in sales and the firm wants to achieve majority of it to happen on Snapdeal. However, he has not revealed the exact amount the firm has spent on marketing.
Also, Saurabh Srivastava, Director at advisory firm PricewaterhouseCoopersIndiasaid that most of advertising will take place in print and television and the intention of the retailers is to lure maximum number of consumers to shop online.
E-commerce giant Flipkart is focusing on the Big Billion Day that is a single biggest sale day and it will be unveiled on October 6 at 6.10 am. The festive ads will be continuing even after October 6 and it will be focused for one week, claimed Mukesh Bansal, Head of Fashion and Board Member at Flipkart. However, he also declined to reveal the details regarding the budget of the marketing and ad campaigns. But, internal sources reveal that the firm has blocked over 1,000 ad spots a day on television for October.
Nevertheless, it is not surprising for the e-commerce retailers to that e-commerce companies are having all guns blazing at the consumers as it is the trend of moving from offline to digital shopping this season, notes Arvind Singhal, Chairman of retail advisory Technopak.
