BGH Air Conditioners: Big Noses

Agency: Del Campo Nazca Saatchi & Saatchi
Client: BGH
Product: Air Conditioner

Objectives

The main goals that were established to achieve success in this initiative were:

  • Increase SOM by 1.5% (share of market).
  • Increase sales by 53%, reaching a target of 64,279 units sold.
  • To place BGH within the Top 3 companies in the air conditioning sector.

To illustrate, between the 2008-2009 and 2009-2010 periods, BGH's SOM grew 0.1% despite the fact that sales volume had reduced by 32%1. (See Fig. 2)

In terms of its market position, BGH Silent Air came in second behind Surrey in the 2006-2007 period. From that point on, the brand had remained between fourth and fifth place. However, due to the implementation of 50-quota, no-interest payment plans during the 2010-2011 period, a 20% annual sales growth was forecasted within the sector1.