Top Story

e4m_logo.png

Home >> Marketing >> Article

Candid Marketing renames trade marketing biz as UBIQ Trade & Retail Marketing

30-October-2009
Font Size   16
Share
Candid Marketing renames trade marketing biz as UBIQ Trade & Retail Marketing

Candid Marketing has rechristened its trade marketing business as UBIQ Trade & Retail Marketing. Along with the new name, the company has also refreshed the division’s identity and logo. The business was previously known as ITM (Integrated Trade Marketing).

The term UBIQ is derived from Ubiquitous, which means existing everywhere, especially at the same time, or omnipresent. The rechristening strengthens Candid Marketing’s vision of positioning the division to be India’s leading trade marketing agency.

As part of the re-launch process, Riyaz Sayed, AVP, (West & South India), and Pradeep Thakur, AVP, (North & East India), have been appointed. Both of them have been key members of Candid Marketing and were involved in the re-launch process. While Sayed has spent more than six years in Candid Marketing, Thakur has been with ITM since its inception three years ago.

Speaking about UBIQ Trade Marketing, Atul S Nath, Founder and Managing Director, Candid Marketing, said, “We’ve had a vision of creating a specialised division that caters to the needs of marketers employing trade marketing. With UBIQ, we will ensure that our clients continue to receive services that set future benchmarks for the industry.”

“With this new identity, we wish to build the brand across its networks of presence, clients and the trade marketing fraternity, for the services it offers. While we had a strong presence in the north and west zones, we are now looking to scale up operations pan-India, including increasing our team size by 100 per cent over the next one year,” Nath added.

ITM was jointly owned by Candid Marketing and IMSG. The change in identity of ITM was put into process following the management buyout of Candid Marketing from IMSG earlier this year.

The services provided by UBIQ include channel sales, feet-on-street, channel incentivisation and loyalty programmes, mystery shoppers programs, in-shop promoter programmes, merchandising programmes (soft and hard), POS/ POP production (soft and hard), shop-in-shop (designing and implementation), brand shops (designing and implementation), and retail and trade audits.

The business has already been servicing and supporting clients like Samsung, Toshiba, Videocon, Diageo, Pepsi, Cadbury, Max New York Life and LG.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...