BANGALORE: Dubai-based Landmark Group’s value fashion retail brand Max plans to increase the number of stores in the country from the current 38 to around 50-56 by the end of March 2011. This was revealed by Max executive director Vasanth Kumar during the launch of the 37th and 38th store in Bangalore.

“Next Friday, we open an outlet in Cochin. Till the end of March, we’ll be opening a store almost every 10 days,” informed Kumar. The chain has witnessed year on year growth of around 35 per cent over the last three years.

The Landmark uses radio strategically for its Max brand of stores- during store launches in any city. It uses ‘bursts of advertisements’ on any of the top three radio stations based on listenership numbers, to create awareness about its presence in a locality. It uses the print media and outdoor billboards within a five kilometer radius of the new store. Besides mass media communication bursts during launches, it also holds local events with a social cause and/or invites the common people to see celebrities in the new store.

It spends around 3-4 per cent of its revenues towards marketing, brand building and mass media communications.