Lintas Media Group’s Bangalore office has been awarded the Metro Cash & Carry India business, the size of which is estimated to be around Rs 20 crore. The move was preceded by a multi-agency pitch.
Confirming the development, Aruna Jathar, Head Marketing & CRM, Metro Cash & Carry India, said, “We are a wholesale Cash and Carry model with focused target segments. Our customer segments have distinct business and solution needs. Given the challenge of communicating to three distinct customer segments, we were looking for a media partner that was willing to experiment and think wholesale. Lintas Media Group presented a good mix of traditional and new media knowledge.”
Sudha Natrajan, Deputy CEO, Lintas Media Group, added, “We are delighted to partner with Metro Cash and Carry in India which presents itself with interesting challenges and opportunities given their unique business model.”
Metro, a 100 per cent owned subsidiary of Germany’s Metro Group, is the third largest trading and retailing group in the world. It provides quality products and business solutions at the lowest possible prices through self service wholesaler for business and professionals thereby operating in B2B wholesale space within the retail industry. It is planning to expand aggressively by opening 8-10 stores in India annually for the next four years. Currently, the company is present in five cities in India.
Joydeep Raha, Branch Head, Lintas Media Group Bangalore, said, “Given the self service model for products and services necessitated a communication strategy based on a unique media agnostic platform involving a combination of multiple media with defined roles across multiple segments of the target consumers within the overall gambit of catchment area defined by their stores thereby generating superior ROI.”