MAM
Shoppers Stop to up ad spends to Rs 500 mn next fiscal
BANGALORE: Fashion and lifestyle large format department store chain Shoppers Stop plans to spend around Rs 500 million towards marketing and communications.
This fiscal the chain has planned spends of Rs 450 million. The thrust will be mainly through online social media, newsprint and some outdoor, revealed Shoppers Stop Ltd customer care associate and marketing director Govid Shirkande to www.indiantelevision.com.
Shirkande was in Bangalore for the launch of the brand’s 50th store in India and its sixth store in Bangalore. Shoppers Stop is also looking at television for mass media communication.
Over the next two years Shoppers Stop plans to increase the store count to around 65 at the rate of about eight stores per year as well as enter tier-2 towns in India. It has planned spends of Rs 2.5 billion towards expansion. At present it is present in 22 cities and towns in the country.
Overall across the various retail formats such as HomeStop, Crossword Book Store, Mothercare & Early Learning Centre and Hpercity, the group has around four million square feet of retail space. Over the next two years this will go up to about five million square feet.
Shoppers Stop also is targeting the woman consumer since the business for women oriented products has been going up.
“Once we enter the smaller towns and cities over the next two years, we plan to use television for mass media communications. At present, we create the awareness across the newsprint in the cities and towns that we are present in for a better connect with our customers,” revealed Shirkande further.
Shoppers Stop has a huge fan following on facebook with the number of fans nearing two million. “Over the next few days, we should cross the two million fan mark on facebook,” said Shirkande. The brand is also present across 200 bill boards in the towns that it has outlets.
Contract Advertising looks after the creative work and Maxus the media buying for Shoppers Stop.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
