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Tag: Merino group

  • Vegit bets on BTL for brand building

    Vegit bets on BTL for brand building

    BENGALURU: Bengaluru based Merino group’s agro division and ready to cook brand Vegit spends between 10-15 per cent of revenue on BTL activities. So far, a major portion of the Rs 40 crore revenue from the ready to eat Vegit has been institutional and B2B, with only about 20 percent, or about Rs 8 crore coming in from the retail segment. The USP, as also the tagline of the brand is ‘Hamara Mix, Aapka Twist’ (Our Mix, Your Twist)

     

    “We are planning to grow at a CAGR of about 25 per cent through increased B2B and the retail consumer sales, as well as new products. A major portion of our BTL activities are focused on the end consumer, the end user in mind, this includes in-shop promos, wet sampling, taking part in exhibitions, etc. We need to get to a critical mass before looking at mass media communications,” revealed Vegit director Manoj Lohia to www.indiantelevision.com on the sidelines of the launch of Vegit’s new snack Vegit Pav Bhaji in Bengaluru today.

     

    Besides BTL, the company has been betting on the digital media also. It has a range of recipes on its portal and has been growing its presence on social media. The brand has a range of nine new snacks and plans to add another two or three more during the current calendar year.

     

    Lohia estimates the size of the ready to cook market in India as Rs 500 crore, with an overall size of the organised and the unorganised market of Rs 2000-2500 crore growing at a CAGR of 35 per cent.

     

    The Rs 950 crore Merino group spends around Rs 20 to 25 crore towards communications, including ATL and BTL. Creative duties are handled by the Publicis group’s Capital, mass media by Mindshare and digital by Publicis Istart.

  • Mindshare wins media duties of Merino Group

    MUMBAI: GroupM‘s media agency Mindshare has won the Merino Group‘s mandate for handling their media consulting and deployment duties across all mediums. Mindshare bagged the account without a pitch.

    The Merino account will be handled out of the Mindshare‘s Delhi office.

    Mindshare South Asia leader Ravi Rao said, “The win is the latest in a series of new account appointments for our Delhi office. We are really excited to have the opportunity to serve Merino. They have a great vision for the category and we believe we can do some game-changing work for the brand.”

    The Merino Group, which was started in 1968, deals in building-interior products, such as laminates, plyboards, ready doors, cubicles and acrylic counters for homes, offices, commercial and public areas. The company also owns the FMCG brand Vegit that manufactures and markets dehydrated potato flakes and instant snack mixes. It has also diversified into farming, biotechnology and food processing.

    Merino Group deputy general manager marketing Kamal K Mishra said, “To orchestrate the reach and delivery of our multimedia brand campaign, we were seeking a versatile and seasoned partner for media operations and Mindshare is a much-recommended name in the field.”

    Mindshare partner client leader Saket Sinha said, “We are fully geared to choreograph the journey for the brand to meet its consumer.”