MAM

Barbeque Nation to firm up mass media communication plans for fiscal 2015

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/10/25/MAM%20brands.JPG?itok=LoOz1Vt6

BENGALURU:  Indian casual dining restaurant chain Barbeque Nation (BN) opened its 39 restaurant in Ahmedabad on 22 October. The chain has six restaurants in Bengaluru. A typical opening is preceded and followed for a while by radio jingles, outdoor billboards within the catchment areas of the new restaurant and print ads in mainline media in that city.

So far, industry sources say that, the chain had no firm media plans or strategy for brand building. All that is going to change says BN India head of marketing Vikram Varma. The company plans to come up with marketing and brand building plans for fiscal 2015. While Varma could not disclose the ad and sales promotion budgets that BN will set aside since this is  still in progress, industry estimates peg  spends of restaurant chains at between 5- 8 per cent of revenue.

 “On an average, we serve about 400 customers per day per restaurant,” revealed Varma to www.indiantelevision.com at the ‘Pat Chapman Grills the World’ festive season experience at BN’s flagship Indiranagar, Bengaluru restaurant. “The average area of our restaurants is about 4000 square feet, and we spend anything upwards of Rs 2 crore for setting up a restaurant,” said Varma.

  “We find radio to be quite an effective medium, especially during a new launch or for an event such as the one by Pat Chatman. We use mainline print, because we find it a lot more effective, and at present haven’t allocated funds for culinary publications. We are also on social media, contact customers through SMS and direct emails. Generally we’ve found that a campaign in a city adds about 30 per cent new customers, while about 70 per cent are repeat customers,” informed Varma.

BN closed last year with revenues of about Rs 270 crore, and is expected to close this fiscal at about Rs 300 crore – based on industry estimates, this pegs its ad spends at between Rs 15  crore to Rs 25 crore for FY-2016, figures that would tempt any agency to pitch for the account. Fisheye handles the creative duties for BN. The company does its own media buying.

 At the Pat Chapman Grills the World festival, Chef Chapman presents his marinades range from the British Yorkshire and Jamaican Jerk Marinades to the Spanish Valencia and Albuquerque Atomic Marinades. BN has taken Chapman’s festival to its various restaurants in NCR, Mumbai, Chennai, Kolkata, Pune, Ahmedabad, Hyderabad and Bengaluru.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/pretty.jpg?itok=k3d6mOBR
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/brain.jpg?itok=kT6QQo-H
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/PAISABAZAAR.jpg?itok=F6V0tnEn
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Blackberrys-AW_0.jpg?itok=0mzgSZY0
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Anushka-sharma.jpg?itok=x423bbje
Kajaria Ceramics launches campaign with Anushka Sharma

MUMBAI: Kajaria Ceramics through its subsidiary Kajaria Bathware has launched a 360-degree marketing campaign with Anushka Sharma who was recently announced as the brand ambassador. By investing in this marketing campaign and an extensive distribution network Kerovit, the bath solutions brand by...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/grnnnply.jpg?itok=r7doZ2jY
Greenply questions your plywood choice

MUMBAI: Greenply has launched its new campaign to make consumers aware that there are consequences of compromising on the quality of plywood used in their furniture.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/yannic.jpg?itok=pWYoYT0q
NBA partners Jabong to operate official online store

The National Basketball Association (NBA) and Jabong, India’s fashion and lifestyle e-commerce platform – today announced a multiyear partnership extension that will provide fans access to authentic NBA merchandise in more than 730 cities across India.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Maaza_Gold_0.jpg?itok=xz_AR_Ph
Coca-Cola launches Maaza Gold

MUMBAI: Coca-Cola India has announced the launch of 'Maaza Gold', a premium mango drink made from the choicest of mangoes.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Cipla.jpg?itok=2lTgIAb-
Cipla launches TVC for ActivKids Immuno Boosters

MUMBAI: Mothers’ concern for their children’s health goes to the extent of restricting them from indulging at times. Capturing one of these many concerns, Cipla has released a new TVC for its kids' immunity supplement ActivKids Immuno Boosters.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories