Distributors cut LCD and plasma TV prices to boost sales

The cut in customs duties for electronics from 42% to 14% from the date of entry into the EU has caused producers and distributors on the local market to put up their guard, especially when it comes to LCD and plasma TVs. “There have been many campaigns in the media around this cut and players on this market ran the risk of having a very weak holiday season, as there was the risk that people might wait until 2007 to buy a new TV,” Alexandru Dragoiu, sales manager of E-Boda told ZF. What was the solution? Cutting the prices of LCD and plasma TVs as early as September in order to prevent potentially weak sales in the fourth quarter. “Following the cuts, the prices can be about halfway in between the current prices and those resulting from the elimination of the customs duties,” Dana Iorga, general manager of IT&S, distributor of IT&C products told ZF. The company distributes NEC plasma TVs on the local market.