Location Acts As A Major Criterion In Deciding The Success Of A Franchise Brand: Aabhas Saxena
Scoobies is an Australian, premium stationery brand with an array of colourful items that would make a perfect addition to your child's (and even your own) work-desk. In conversation with Franchise India, Aabhas Saxena, Sr. Marketing Manager, Scoobies Stores, talks about the changing face of stationery industry and the onset of premium products. Read on to know more...
Location is the Key
A successful business is all about location, location and location... If you can get the location right, 80% of your problem is solved while establishing a business.
Saxena said, “We believe in our products and it is the location which acts as a major criterion in deciding whether the franchise brand is going to do well or not.”
The selected location should also be in sync with your products or services. “We need a good premium space where we can get niche clients, so be it high street areas like Connaught place or Khan Market area or be it malls like city walk etc.” stated, Saxena.
Rise of franchising model
Along with Indian brands, International brands are also taking the franchise route to expand their wings across India.
"We are open for distributor and franchise model as well and hoping to expand in tier I and tier II cities. So we are also testing out potential by participating in events like Franchise India show to expand our merchandises and reach PAN India." commented, Saxena.
One of the key traits for the success of any franchise is that they should believe in their brand and its products.
“The USP of our brand is that we want to bring Indian children out of the old boring stationery into the more colourful and joyful stationery and the products that we have are not available in the Indian Market as of now.” said, Saxena.
“We are looking for people who have trust in our product. If they trust in our product, it’s going to sell like anything because these products are not available in the market. So, we are just looking for trust and brand loyalty.”
Leveraging Highly On Digital Marketing
Online marketing provides you with the opportunity to customize your promotion strategy according to your age, gender, area, etc of your target audience. In comparison to traditional media, you can actually measure the outreach of your marketing campaign.
Saxena, stated, “We are promoting our products tremendously over social media. We have our own e-commerce website and are also available on daily e-commerce website like Amazon, Flipkart, Paytm etc. We are doing exceptionally well on those websites. Online marketing allows you to tap the targeted audience nearby your store."