Hafele to up media spends this year

BENGALURU: Hafele India, a distributor of furniture fittings, hardware and architectural ironmongery, is intending to shift its focus from business-to-business (B2B) to business-to-consumer (B2C) operations. The company is planning to increase its media spends for this year as it is eyeing over 50 per cent growth in the revenues this year.

Last year, the company had spent around Rs 120 million - 10 per cent of its India revenues - towards print (furniture magazines) and principal sponsorship of Master Chef -Australia.

With the addition of new products in its portfolio, Hafele managing director Jurgen Wolf is looking at a 50 per cent growth in revenues to Rs 1.8 billion by December 2012.

"Though the media spends will not be proportionate, they will certainly be higher," said Wolf while talking with indiantelevision on the sidelines of the launch of an upgraded design franchise?s studio ?Varun?s Innovation? in Bangalore.

The company is on the lookout for suitable communication opportunities that will help it reach its TG.

Varun?s Innovation is Hafele?s largest studio in terms of size as well as revenues. Hafele has 41 franchisees in India and will be adding another 11 by December 2012.

For calendar years 2013 and 2014, the company plans to add 20 more studios/franchisee per year.

At present, MX Advertising is handling the creative and media duties of the company.

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