Indiantelevision.com Team

(20 June 2007 3:50 pm)

MUMBAI: Kidstuff Promotional Marketing, the Mudra Group's specialist in promotional marketing, has started a new business unit - Multiplier. This new division will focus on various outsourced sales and marketing solutions as well as trade marketing requirements of its clients.

Its services will range from recruitment, training and development, payroll management, trade consultancy and implementation including consumer and trade loyalty programs, according to an official announcement issued by the company.

The unit will be headed by Sameer Mehta as business head. He says, "Multiplier will essentially focus on trade marketing, which is very important in today's competitive market. We believe this is a great opportunity area in the coming years."

Explaining what the logo symbolizes, Kidstuff Promotional Marketing president Jai De Costa says, "The logo is based on the symbol of 'multiplication' but not derived from mathematics. Multiplier is all about 'people, solutions and sales' and the symbol is derived from hands coming together for a purpose. The alphabet 't' has been substituted by the cross symbol and red is the colour used to connote strength."

Mudra Marketing Services CEO R. Lakshminarayanan adds, "The retail space is the last port of persuasion a brand can exploit. It can change the mental shortlist a consumer walks in with and can shape his or her decision to buy. A dominant physical presence coupled with compelling trade level salesmanship can help consumers rationalize the switch. Being where the purchase happens with the full support and a strong relationship with the trade can undo crores of mass media spends by competition."

De Costa adds, "As the name suggests Multiplier refers to multiplying business with the right people at the right locations. Multiplier wishes to be directly at the place where brands sell, so as to promote the brands to create loyalties at each level."

Multiplier will have over 2000 people on marketing programs for different clients across 36 towns in India. It has already won businesses from brands including Motorola, Pepsi and HP.