When the Indian cricket team left the shores in its quest for the World Cup it surely had the distinction of seeing the highest amount of advertising money spent on any sports team by the Indian industry. One of the big advertisers was Zenith Computers.
Zenith Computers must be pleased – if not by the performance of the cricket team, surely by its sales graph. The Rs 200-crore company seems to have got it right this time
Zenith had planned to sell about 2,500 computers during the World Cup period. As an added attraction for its buyers it was giving away a CD on cricket produced by Stump Vision – an outfit owned by cricketer Anil Kumble. This CD contained facts, figures and details on all World Cup matches besides animated game displays.
Zenith sold about 2,400 PCs in a period of one month. What also contributed to this performance was the pricing, feels Raj Saraf, Zenith's managing director, with a Pentium III PC being priced at less than Rs 50, 000 – which was much less than the prevailing market price for a similar product.