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MPS Food to spend Rs 200 mn towards marketing

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BANGALORE: Kolkata-based organic and organic enriched food products? company MPS Food Products (MPS) has planned to spend Rs 200 million towards marketing of its products this fiscal, starting October 15.

The ATL activities include print, TVCs?, radio and outdoor. BTL activities include in-store sampling, in-store displays and events around the products.

MPS products are currently available in the eastern, western, north-eastern and southern parts of India. It has around 200 super stockists, 500 distributors and its products are available at 32000 retail points.

By the end of this fiscal, MPS intends to increase the counts to 500 super stockists, 1000 distributors and availability of its products across 50000 retail points. The print, television, outdoor and radio communications by the company will be area and language specific across the states that its products are available.

For television, MPS plans to use GEC channels ? Hindi as well as regional. Two TVCs? created by Madison?s creative arm BMB have been canned and will go on air soon.

?We will be launching our products in Delhi shortly. We already have our own retail hubs ? three in Kolkata, one in Guwahati and one in Bangalore that was opened today. We are planning to take the count to 8 by the end of this fiscal, including one more in Bangalore and one in Mumbai.Based on our expansion plans, we have taken on-board Vertebrand as consultants to help us build the brand across India,? revealed MPS CEO ? Marketing Dipankar Sinha while speaking with www.indiantelevision.com.

Besides opening its retail hub, MPS also launched its new range of mixed masala and tomato ketch-up, mixed veg-pickle and mix fruit jam in new sachet packs at Bangalore today.

Media buying is done by MPS‘ internal creative agency Eye Vision.

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