KOLKATA: The F&B conglomerate, Oriental Cuisines Private Limited (OCPL) plans to earmark four per cent of the turnover into the marketing spend in the current fiscal 2014-15.
Also, the Chennai-based company aims to open 50 more outlets in the bakery division by the end of this fiscal taking the total number to 200 outlets.
“Since we are looking for expansion, our brand has to have the pull factor. While we are undertaking below the line (BTL) activities on regular basis to market our brand and products, we will also launch a TVC soon,” informed OCPL CEO Narendra Malhotra.
OCPL currently has outlets like ‘The French Loaf’, ‘Benjarong’ and ‘Z The Tapas Bar & Restaurant’ (earlier known as Zara). In addition to this, the company has now launched its first premium chocolate boutique – ‘Le Chocolatier’ to cater to the chocolate aficionados.
“Out of the 50 outlets, 10 will be company owned and the rest will be franchise run formats,” he said.
OCPL, last year, had spent less than four per cent of the sales on the marketing activities. “With the expansion plans well thought, our sales is expected to be more. We have got many proposals already for the franchise run formats,” said Malhotra.
Gutfeel, an offshoot of TBWA, at present designs the marketing campaign for the company. Mindsgare is the media buying agency for OCPL.
Talking about the group’s other food brands including Benjarong, Teppan, Ente Keralam, China Town, Z The Tapas Bar & Restaurant, Wans Kitchen, Planet Yumm, Kebab House and Hotel Oriental Inn, Malhotra said, “All these brands enjoy a loyal customer base and are popular in each of the segments.”
The bakery chain ‘The French Loaf’ currently operates in Chennai, Bengaluru and Kolkata. “Out of 55 ‘The French Loaf’ outlets, around 9 are in Kolkata,” he concluded.