SCALE to organize 'Kismat Ka Scale' program

Mumbai-based channel association, SCALE, is organizing a sales program for

its members called the "Kismat Ka Scale II". The scheme will run from

October 15, 2002 to January 15, 2003. Already 22 dealer members and two sponsors

have confirmed their participation in this scheme.

According to the scheme, customers who purchase goods worth Rs 5,000 from the

participating dealers will get a coupon. Collection of 10 coupons entitles them

to an assured gift ranging from gold coins to cordless phones. Each coupon

holder also gets entitled to participate in a lucky draw, where the winner takes

away a home electronics systems worth Rs 1.5 lakh.

SCALE will issue 60,000 coupons and expects to generate business worth Rs 30

crore in the time frame for the program.

Explaining why an association is driving a program of this nature, Hitesh Mody

of Jaydee Electronics, one of the founders of SCALE says, "A vendor-driven

scheme will always be limited to a certain genre of products. But our scheme

allows customers to avail of any product across the board."

SCALE had first organized this scheme in 1999 and the first prize was 500 gms

of gold. 30 dealers had participated then and business worth Rs 9 crore was

generated, the association claims. "We had issued 9,000 coupons for

purchase of Rs 1,000 each and all of these were taken by customers. In fact,

dealers kept asking for more coupons even after the deadline of the

scheme," informs Hitesh Mody.

VINITA BHATIA



MUMBAI