The Economic Times reports that Indian retail chains are all stepping up marketing activities to invigorate their brands. Pantaloon, Ebony, Shopper’s Stop and Trent have all begun to increase their marketing budgets to compete with Wal-Mart and Reliance Retail. While until now, most of the activity was limited to below-the-line (BTL) marketing initiatives such as customer loyalty, direct mailers and in-store programs, now retailers are looking to newer ways to reaching customers.
According to Gibson Vedamani, CEO RAI, “…now since retail chains have attained a certain level of operation, the focus will shift to above-the-line (ATL) marketing. Each store will now want to communicate their brand differentiation to their consumers.” The Future Group will be varying its marketing mix based on its formats, with its flagship store Pantaloon receiving more ATL spending and Big Bazaar chain using a mix of ATL and BTL. Ebony and Shopper’s Stop will also be increasing their marketing budgets.