TBWA\ launches Integer in India

TBWA\ formally launched Integer, its retail & shopper mktg agency, in India on Feb 7. Marc Ducnuigeen, Prez, Integer Group elaborated on India plans

by Dipali Banka
Published - Feb 8, 2012 1:55 PM Updated: Feb 8, 2012 1:55 PM
TBWA\ launches Integer in India

Having set the base in India for over six months now, TBWA\ formally announced the launch of its promotional, retail and shopper marketing agency - Integer - in India. The Mumbai office will mark Integer’s 16th presence across the globe and fifth in Asia. The Integer Group focuses on creating strategic marketing tools for promotional marketing, shopper marketing, channel marketing for complex clients and digital retailers.

As is known, Integer in India will be headed by Sreejit Nair who was earlier with PepsiCo India as General Manager - Customer Management. Nair will work alongside Shiv Sethuraman, Chief Executive Officer of TBWA\ Group India, and Dan Paris, Regional Managing Director of The Integer Group, Asia Pacific who is based out of Singapore, which is the central hub of Integer Group in Asia.

Integer India is already doing some projects for Pepsi and will start work for TBWA’s global clients such as P&G, Henkel among others in India.

The time is right to launch the division in India, said Marc Ducnuigeen, President, Integer Group. “In India, modern retail is only five per cent of the total market place but the fact of the matter is that it is growing exponentially faster than traditional retail. The middle class income group is really beginning to form and it has choices to make and trade off one thing against another and you want to be in a position to address that,” he said.

One per cent of all food and grocery spends in India is spent at modern retail, but the total Indian shopping including grocery is 60 per cent of a shopper’s total spends. “Whether you are looking at it from an urban or rural context, Indian shoppers are increasingly beginning to explore the choices they have in modern retail and they will trade this off at the local kirana stores. Shopper marketing opportunity in India is to really begin to understand how to go out and address that,” he added.

Integer will focus more on insights, ideas and strategies and not much on execution, which can be done by BTL agencies and other digital agencies, said Shiv Sethuraman, Chief Executive Officer, TBWA India.

During the launch, Nair also shared key takeaways from the study ‘The Check Out,’ which was conducted in the fourth quarter of 2011 in India. According to the study, even though price matters in India, quality matters even more. “And although majority of Indians do their planning before entering a store, they are still subject to impulse shopping and the highest impulse shopping happens at kirana stores and not at modern retail,” he said.

When asked about how can brands use such insights, G. Sanjay, Head – Marketing, Hover Automotive India said, “We can probably use shopper marketing for building brand loyalty. We already have basic knowledge and experience of shopper and consumer behaviour in place. It is how you train the sales consultants and how you run a particular type of promotion at a dealership, which is what maybe such insights can help in.”

“Every feat is different and when you have a loyalty programme and insights like these, those feats start becoming known for you and you can inform your customers accordingly,” added Ashutosh Chakradeo, Head – Buying, Merchandising & Supply Chain, HyperCity Retail (India) Ltd.

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