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Mudra Kidstuff launches independent unit to focus on trade marketing solutions

21-June-2007
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Mudra Kidstuff launches independent unit to focus on trade marketing solutions

Mudra Kidstuff Promotional Marketing has started a new business unit called ‘Multiplier’. The new unit will focus on various sales and marketing solutions as well as trade marketing requirements of its clients. Its services will range from recruitment, training and development, payroll management, trade consultancy and implementation, as well as consumer and trade loyalty programmes.

Almost 2,000 people are expected to be a part of the marketing programmes of Multiplier for clients across India. R Lakshminarayanan, CEO, Mudra Marketing Services, said, “The retail space is the last port of persuasion a brand can exploit. It can change the mental shortlist that a consumer walks in with and can shape his or her decision to buy. A dominant physical presence, coupled with compelling trade level salesmanship, can help consumers rationalise the switch. Being where the purchase happens, accompanied by a strong relationship with the trade, can undo the crores that is often spent on mass media.”

Jai De Costa, President, Kidstuff Promotional Marketing, said, “As the name suggests, Multiplier refers to the multiplying business with the right people at the right locations. Multiplier wishes to be directly at the place where brands sell, so as to promote brands and create loyalties at each level.”

Sameer Mehta, Business Head, Multiplier, added, “Multiplier will essentially focus on trade marketing, which is very important in today’s competitive market. We believe this is a great opportunity area in the coming years.”

Explaining the Multiplier logo, De Costa said, “The logo is based on the symbol of ‘multiplication’, but not derived from mathematics. Multiplier is all about ‘people, solutions and sales’, and the symbol has been derived from hands coming together for a purpose. The alphabet ‘T’ has been substituted by the cross symbol and red is the colour used to connote strength.”

Multiplier has already won business accounts with companies like Motorola, Pepsi and HP.

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