The MCorp Global Group has chalked out ambitious expansion plans for its multi-brand technology retail chain, Hot Spot Retail. Under the one-store-a-day expansion plan, the Group aims to increase the number of its Hot Spot stores from the current 245 to around 1,700 stores by December-end 2008 and 6,000 stores by the end of 2009.
Elaborating of the expansion plans, Sanjeen Mahajan, CEO, Hot Spot, said, “The Indian consumer needs a better shopping experience in mobile retailing. A mobile phone is something that everybody wants to own today, and while working on this concept, we want the customers to have a wide range of choices before him through our retail stores. We are targeting specific communities as we want to be in every major town and every major market, the idea is to give the consumer a shopping experience in his own area.”
Mahajan further said, “The mobility retail market, including mobile, airtime and accessories, amounts to Rs 70,000 crore, where the mobile handset (GSM and CDMA) market is worth Rs 35,000 crore. And looking at the total sales figures in mobile retail, we are the number one in the segment. Our major competitors are Essar Group, Subhiksha, RPG Cellcom and Nokia Priority. The market is huge and the competition is mostly through channel retailers.”
Talking about the company’s marketing strategy, Bipin Narang, VP-Marketing, Hot Spot, said, “The marketing plans right now are largely focused on the expansion plans. The consumer today will not walk a long distance to buy the airtime solutions or a handset. The idea behind the expansion is to open a store near the consumer, while offering not just the mobile handset, but all kinds of accessories, including data cards, Bluetooth access, airtime solutions and products connected with the mobility arena like MP3, X-Boxes, laptops or anything that enhances the mobility of the person.”
He added, “We don’t want to do single point transactions where a customer buys our products and never comes back. The idea is to build a relationship so that he comes back again for memory upgradation, reloading or other value added services, probably a kind of loyalty programme to build a relationship with our customers rather than just selling products. To achieve this, we will be doing a lot of thematic brand building campaigns.”
“The offering through our advertisement plans or the brand image is to give the customer an experience of fun based on trust, knowledge and cutting edge quality. We want to touch the customer in as many ways as possible through TV campaigns, print media, radio, BTL and through the Internet,” Mahajan further said.
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