Boiler manufactures uses comparative advertising to raise sales

A capital equipment maker in Tamil Nadu has adopted the comparative advertisement marketing strategy to lure power companies to buy its super critical boilers which operate at high temperatures and pressures.The comparative advertisement strategy (comparing features and prices of goods) is commonly used by consumer durables and fast moving consumer goods companies.The Tiruchirappalli (Trichy)-based Cethar Vessels has issued full page advertisements in leading newspapers here, drawing the attention of power sector players.Design wise our super critical boilers are at par with any other competing boilers in the market. However, we are being sidelined for not having a joint venture with a foreign player. And hence the advertisement.In its advertisement, Cethar Vessels has claimed that the price of its super critical boilers ranges between Rs.1.25 crore and Rs.1.30 crore whereas others are selling at a premium price of Rs.1.75-1.80 crore.If one goes by Cethar Vessels claim, a 660 MW power project promoter can save Rs.330 crore using super critical boilers made by the company.'Foreign boiler makers load the product prices by around Rs.35 lakh towards brand premium. This advertisement will bring down that brand premium,' Subburaj said.However, industry officials told IANS that Cethar Vessels has actually understated the competitor prices as the going rate is around Rs.2 crore per MW.