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As part of the initiatives to elevate the Merino Group's portfolio of brands, over Rs 15 crore is expected to be deployed in promotional activities and media campaigns.
The Merino Group, headquartered in Kolkata, is scouting for a creative partner. The Group deals in building-interior products, such as laminates, ply boards, ready doors, cubicles and acrylic counters. The company also owns a FMCG brand Vegit which is into dehydrated potato flakes and snack mixes.
Merino Group envisages a consolidation of its leadership status in the building-interiors category, and also intends to steadily build its product portfolio and market share in the snack-foods category. It is in the process of consolidation of all the sub-brands under Merino.
Merino wants a creative partner who would look after all its brands and sub-brands. The Group is on the lookout for agencies, which would be able to provide wider offerings and would be able to connect all the sub-brands with the umbrella brand, Merino.
As part of the initiatives to elevate the Group's portfolio of brands, over Rs 15 crore is expected to be deployed in promotional activities and media campaigns.
The detailed process of formulating brand plans has been underway for the last few months. The drafting and consultations have culminated in a set of strategy documents for the Merino brand and its sub-brands. The pitch process is expected to start in the second week of January.
After selecting its creative partner, the group intends to start with internal branding, followed by print, electronic and OOH advertising, as well as BTL activities to reach the consumers.
The group wants to concentrate on customer/influencer relationship management and public relations. It also intends to pay special attention to digital media, including SMO, ORM, community development and engagement activities across the country.