Business Daily from THE HINDU group of publications
Friday, Jun 01, 2007
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Business Daily from THE HINDU group of publications Friday, Jun 01, 2007 ePaper |
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Corporate
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Outlook Subhiksha bets on mango for sales push Debdatta Das
"The campaign has been running since the first week of May and is likely to continue till around July 15."
A SUBHIKSHA store in Chennai
New Delhi May 31 The Chennai-based retail chain Subhiksha is using mango to drive up its sales through a new promotional campaign. The campaign suggests that the retail chain offers the best, cheapest and widest varieties of mangoes through its 750 currently operational outlets. While the `Safedi' variety sells at Rs 32 per kg in the market, Subhiksha has priced it at Rs 19.50 per kg across the country. Alphonso in Mumbai is selling at Rs 220-250 per dozen, while the retail chain's price is Rs 190 per dozen. "When the mango season starts sometime in April, all other fruits' sales dip, while there is a phenomenal surge in the sales of mangoes. So we decided to tap this phenomenon to our benefit," said Mr R. Subramanian, Managing Director, Subhiksha. "We could carry out this campaign across the country because we had the reach, the sourcing abilities that allowed us massive volume procurement, which in turn helped us cut down on the fruits' retail costs," said Mr Subramanian. The company, during weekdays, sells around 600-800 tonnes of the fruit per day worth Rs 1.5 crore, and the numbers rise sharply on weekends when the chain sells almost 900-1,000 tonnes per day worth nearly Rs 2.5 crore. "The campaign has been running since the first week of May and is likely to continue till around July 15. Initially, we had set ourselves a target of a total sales figure of Rs 80-Rs 100 crore, but going by the current data, we expect to rake in anywhere between Rs 120 crore and Rs 125 crore," said Mr Subramanian.
Marketing, ad spend
In terms of marketing, Subhiksha plans to pull out the national television campaign by the first week of June, as after that mangoes will be available only in certain parts of the country. It will, however, run television campaigns on regional channels targeting the locals.
More Stories on : Outlook | Dairy & Dairy Products
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