9th Marketing & Retail Conclave 2008: Of brands & retailers and kirana stores & malls
The 9th Marketing and Retail Conclave 2008 concluded on February 21 with an interesting discussion on whether brands and retail developers could be brothers in arms. The session summed up the three-day Conclave, which was organised by Technopak, and which brought together several industry leaders on a common platform.
The 9th Marketing and Retail Conclave 2008 concluded on February 21 with an interesting discussion on whether brands and retail developers could be brothers in arms. The session summed up the three-day Conclave, which was organised by Technopak, and which brought together several industry leaders on a common platform.
The Marketing and Retail Conclave 2008, which was earlier known as KSA Retail Summit, has been an annual affair since 1999. The Conclave has become a platform for retailers and brand leaders across the country to share their experiences.
The opening day of the Conclave, which began in the Capital on February 19, saw a series of workshops on topics such as ‘Understanding Shopper Behaviour and Creating Conducive Retail Environments’, ‘Services Retailing - How to Expand a Business in Emerging Markets’, ‘Building powerful brands in the Service Economy-A Strategic Perspective’, ‘Brand vs Retail Marketing’, and ‘Launching an International Brand in India’, among others.
Day Two of the Conclave had panel discussions on a wide range of topics related to brands and retail marketing, including, ‘Building and Nurturing Iconic Brands’, ‘Emerging Markets : Key Challenges and Opportunities’, ‘Is the Indian Consumer for Lifestyle & Premium Brands Unique from a Global Standpoint?’, ‘Which Format is Most Suitable for India : The Big Vs. Small Debate’, and ‘Modern Retail in India : Outlook 2015’, among others.
While speaking in the session on ‘Emerging Markets : Key Challenges and Opportunities’, Staf Lenders, Property and Establishment Manager, Ikea India, said that while there was presence of a lot of fancy brand stores, their operations were not up to the mark. He added that there were issues of accessibility, visibility, cost of land and infrastructure.
During the session on ‘Is the Indian Consumer for Lifestyle & Premium Brands Unique from a Global Standpoint?’, Vipsy Patel, Group Director, LVMH India, observed, “Brands are about differentiation and this is why we make them aspirational. Each brand projects the aspirations of people differently.” Dilip Kapur, President, Hidesign, said, “Lifestyle is not necessarily about fashion, but what one wants to project about oneself.”
The final day of the Conclave saw sessions on ‘India Food & Grocery Shopping Trends 2008’, ‘The Business of Franchising’, ‘Emerging Aspirations of Indian Consumers : The Loreal Experience’, ‘The Future of Kirana Stores and Implications for National Brands’, and ‘Brothers in Arms – Brands and Retail Developers’, among others.
Talking on the emerging aspirations of consumers globally, Didier Villanueva, Managing Director, L’Oreal India, said, “China, India and South America are the new emerging markets. Today we can position L’Oreal as an FMCG as we were able to deliver to consumers as per their requirements. We have delivered fairness creams to the fairness-obsessed market in India, hair care products to Brazilian consumers, better and premium range of cosmetics to the Chinese, who are particular about their skin, and the Russians who do not want to be seen without make-up.”
Talking about the cosmetic and hair treatment market in India, which Villanueva felt was dismally low, he said that L’Oreal had tapped the market with high-quality salon and hair treatment centers and by providing technical and academic knowledge to the hairdressers. This helped in making hairdressing a career option as well as provided L’Oreal with 6,000 full services salon. Villanueva added, “The haircare market can be considered for retail investment as there is 70-80 per cent revenue return on investment with minimal excise duty to pay.”
While it may seem that mega malls are swamping the neighbourhood kirana stores, speakers at the session on ‘The Future of Kirana Stores and Implications for National Brands’ felt that these stores are far from extinction. Sanjiv Kakkar, Executive Director, Hindustan Unilever, said, “Kirana stores are not going to be endangered because of the retail boom. According to a study conducted by Hindustan Unilever, 85 per cent of household bought their monthly bulk shopping from the kirana stores due to proximity, cash-credit facilities and personal relations that the store keeper has developed over the years. Even if the modern trade retail market is growing at 50 per cent CAGR compared to traditional trade, which is growing at a rate of 10-11 per cent annually, the kirana stores will evolve themselves to adjust to the changing market situation.”
The concluding session of the day, ‘Brothers in Arms – Brands and Retail Developers’, saw the speakers discuss how rationalisation between developers and retailers was important for the two to co-exist. Pranay Sinha, CEO, Select City Walk, said that the mindset would change as more and more experienced players entered the retail sector. Problems of rental cost and an investment sharing model between developers and retailers were also discussed at the session.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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