Chennai based Hasbro Clothing Company is now aiming for pan-India presence with large scale marketing, promoting their etailing portal basicslife.com. It is a menswear range portal comprising three private brands, Basics 029, Genesis and Probase. The company already has 84 Exclusive Brand Outlets and has presence in over 400 Multi Brand Outlets spanning across 5 Indian states and few abroad. It is also selling on some multi-branded websites.
The marketing mix includes a TVC with theme ‘Shop like a Man’, promoting the idea of ease and convenience that online shopping offers, for men who hate offline shopping queues. It will be aired on around 25 channels including 12 national channels. The brand is active on social media with 345k+ Fans on FB. In addition to television, the marketing plans will also comprise radio, activation, digital/social and viral engagement programmes.
Commenting on the marketing strategies for 2012, Hanif Sattar, Managing Director, Hasbro Clothing said, “We are looking at investing about INR 15 Crore this year in our marketing activities. We come from a store retail background but now the new communication plan and the reach of the new creative will put our e-commerce business on the map nationally.” The Company launched the online store a year back and now with this experience is ready to go aggressive pan-India.
With manufacturing facilities located in Chennai and Bangalore, Hasbro started with 400 square feet space in 1992, and now displays over 69,898 square feet of exclusive retail space with one-acre large corporate office at Maduravoyal, Chennai. It was started by two brothers Hasif Sattar and Sohail Sattar.
From the perspective of online strategy adopted by Hasbro, it will compete directly with other online stores like zovi.com, fetise.com, and multiple single & multi-branded websites under men’s branded apparel category. But from multi-channel strategy perspective it will compete with Indian & International Menswear Brands for the share of rising Consumer Demand in Apparels.