Retailers opt for new marketing strategies

Increasing competition is forcing retail chains in India to strengthen their brands. As a post Bharti-Wal Mart JV impact, all major brands like Pantaloon, Shopper’s Stop, Ebony, and Trent, have increased their marketing budgets, and are devising innovative marketing strategies that appeal to the consumers. These companies are upgrading from their Below-The-Line (BTL) spending trends, and are feeling the need for newer and better marketing programs which are levels above the basic marketing plans, such as customer loyalty, direct mailers and in-store programs. For instance, The Future Group will be varying its marketing mix based on its formats, with its flagship store Pantaloon receiving more Above-The-Line(ATL) spending and Big Bazaar chain using a mix of ATL and BTL.