League One plans to reach 4,870 outlets

Gurgaon-based League One Marketing Services (P) Ltd, a video below the line (BTL) advertising company, is planning to reach over 500 outlets connecting traditional outlets at the consumer's neighbourhood through broadband and LCD in Punjab and Chandigarh with an investment of Rs 5 crore by the end of this year.

At present it has 118 outlets in Punjab and Chandigarh. Also, it plans to reach out 4,870 outlets across India by the end of this year.

Speaking to Business Standard, the managing director of the company, Rajiv Gupta, said: "In Punjab we have plans to reach out 500 outlets by the end of this year. We would be covering small cities like Bhatinda, Khanna and Amritsar. We have reached 663 outlets across India and plan to take this number to 4,870 by the end of this fiscal. So far investment is concerned, we will invest close to Rs 55 crore in the country this fiscal."

"The funding would be done through internal accruals. Under the expansion plans, the company will be covering 34 cities in the first year including all metros and big cities. Also, it will connect 4,870 outlets by March 2008 with 32"/40" LCD terminals," he added.

BTL advertising is the advertising other than "above the line (ATL)" advertising medium like TV, radio, outdoor and national print media. It includes point of sale and in-store promotions, direct mail, local media, coupons, competitions, etc.

Gupta said that a lot of promotions in ATL medium do not fulfil their potential, and below the line advertising can be more targeted and tailored to individual local markets.

He said educating the consumer was the most substantial thing and their video BTL advertising in retail outlets informs consumers about products while they were in purchase mode.

The company is primarily focusing on pharmaceuticals, health, telecom, electronics, lifestyle and modern FMCG retail.

He said it is essential to promote the product at the place where the potential consumer is spending mode, i.e. at the retail outlets. In fact various global studies, including those by Wal-Mart, have confirmed that nearly 70 per cent of the buying decisions were taken at the point of retail. The current "point of sales" and visible modes of advertising are non-involving and non-interactive.