In order to tap the growing organised retail market, Madison has launched Mash, a specialist shopper marketing consultancy. Marketing and advertising veteran Anand Narasimha has been roped in as CEO of the new entity. He has nearly two decades of brand marketing experience.
Commenting on the development, Sam Balsara, Chairman and Managing Director, Madison World, said, “Shopper marketing is a logical extension to Madison’s current offering since organised retail is the rapidly emerging industry and a critical consumer touch point. We have launched Mash with an eye on the emerging potential of modern retail and in line with Madison’s thought leadership in providing specialised communication offerings to clients. Mash will complement Madison’s already existing offering in the retail design area, offered by Madison Retail Paradigm (MRP).”
Speaking about the way ahead for Mash, Narasimha said, “Our focus is on providing solutions that will make our clients win disproportionately at the store. Speaking to companies across categories, one discovered an untapped need for true blue, professional shopper marketing solutions that are founded on shopper insights and ideas and go beyond conventional POS activity.”
Shopper marketing is a new-age marketing discipline that aims at converting ‘shoppers into buyers’ at the retail outlet. It leverages the store as a marketing medium and helps brands and retailers win the battle for the shopper’s wallet by developing joint marketing platforms. As modern retail grows and shoppers become savvier, the store emerges as a key ‘moment of truth’, where purchase decisions are made, altered or reinforced. In this context, brands and retailers need shopper marketing solutions that see the store through the eyes of the shopper – a theatre of dreams and not just a piece of real estate.
Mash will offer clients transformational shopper marketing solutions comprising its four project pillars – shopper behaviour and insights, shopper strategy and tactics, shopper concepts and shopper programmes. In addition, proprietary Mash tools and learnings will be applied on client projects.
Mash will be located at Bangalore to begin with and will work seamlessly for clients across India. Said Narasimha, “In our kind of business, the office location is a non-issue. Majority of the time is spent at the relevant stores related to our projects, which could be anywhere – from Gurgaon to Ghatkopar and Koramangala to Karihgat.”
Narasimha has been focusing on shopper marketing for a while and has acquired considerable experience and skills, both in India and abroad, by working on live projects and through training workshops.