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MAA’s BPO, retail marketing arms venture into global market

23-July-2005
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MAA’s BPO, retail marketing arms venture into global market

Into its second year, MAA group’s I-MAA, an advertising BPO with autonomous creative and e-publishing departments, has launched itself in the international market with aplomb. The group also announced that its retail solutions company, RAMMS India, had become the first and only company from India selected into the international consortium of retail consultants, the Ebeltoft Group.

On I-MAA going global, Bunty Peerbhoy, Chairman of the MAA Group, said, “The commencement of this operation was an experiment and we did not want to disclose our newly-found market until we crossed some milestones. Now that we have fairly increased our foundation and number of clients, we have a strong premonition that this process has a definite future and is here to stay.”

While the creative department fabricates logos, flash websites, leaflets, brochures, advertisements and designs, the e-publishing department includes digitising and conversion of print material into 16 kinds of different e-formats. It caters to the conversion of books, book covers, magazines, catalogues and university prospectus into formats like TIF and HTML. I-MAA had enlarged its base by increasing clients in the US, Europe and UK, according to a company release.

Peerbhoy added, “This is an untapped market, which we foresaw as a great opportunity for the outsourcing of a service sector without manpower immigration. The outsourcing of creative jobs is unheard of, but is bound to catch up soon with the market terrains.”

One of the key advantages of the BPO is its speed of response. There is often no necessity of market surveys to understand the grounds of ads abroad, and clients are very specific in their brief of requirements. According to the company, clients would send their briefs at night, to find outputs to their briefing the next morning!

On the retail front, the consortium Ebeltoft Group, of which RAMMS is now a part, provides consulting services through a collaborative global network to international retail brands. The group offers consulting services such as strategy consulting, consumer research, and category management, point of purchase, store planning and execution, and human resource planning.

On the development, R Kannan, President, RAMMS India, said, “The Indian retail market has now caught the attention of international retail majors. With such an influx of retail activities expected in coming months, RAMMS will play a pivotal role in collaborating with international clients and brands of the Ebeltoft network in setting up projects that are related to retail in India.”

To start with, the company would focus on collaborating on point of purchase designs. This involves setting up an online interactive point of purchase design resource centre to collaborate online with various group members worldwide. The international clients from the group wanting to enter India will be offered RAMMS’ national resources to assist them to set up their retail operations and executions.

Marcos Gouvêa de Souza of Gouvêa de Souza & MD, Brazil member of the board of the Ebeltoft Group was quoted as saying, “The range of services that RAMMS provides is very much in line with services provided by our international group members and fits well with the Ebeltoft brand. With the strong understanding of the growing Indian retail market, RAMMS will be a valuable addition to the Ebeltof group.”

Among the Ebeltoft Group’s clients are Carrefour, HMV, JC Penny, Marks & Spencer (UK), McDonald’s, The Body Shop, Vodafone, Procter & Gamble, Bata International, Unilever, BMW, Chevron, Nestle, Mercedes Benz, British Petroleum, Coca Cola and British Airways.

RAMMS, which commenced business in the early 1990’s, has an equally impressive client list, which includes Hindustan Lever, Godfrey Phillips, Hewlett Packard, Wills Lifestyle, Weekender, ICI Paints, Sony Ericsson, Procter & Gamble, Samsung and Parryware.

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