Magazine article Marketing

Toshiba Switches Budget with Holiday Promotion

Magazine article Marketing

Toshiba Switches Budget with Holiday Promotion

Article excerpt

Toshiba switches budget with holiday promotion

Toshiba's controversial decision to switch its consumer products budget below-the-line in the key pre-Christmas selling period will result in a 1m [pounds] promotion with the depressed travel trade this week.

For each 100 [pounds] spent on Toshiba vision products - including TVs, videos and satellite equipment - consumers will get 50 [pounds] off holidays booked with brands including Thomson, Cosmos, Horizon, Sovereign and Kuoni up to a maximum discount of 500 [pounds].

"Christmas is the time when families buy their TVs and book their holidays," says Toshiba marketing director Mark Todd.

"With the recession people face a major dilemma: which will they plump for? We are saying, you can have both."

Toshiba claims the tactical budget switch -- which doesn't affect an imminent 2m [pounds] campaign for laptop computers and a current 1.5m [pounds] corporate press campaign - was spurred by dealer pressure. "Their approach is, give us the tools to maximise our sales," says Todd. …

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