The less than a year old ‘Mom & Me’ retail chain is the latest launch from Mahindra Retail – an extension of the `300 billion Mahindra Group. Their CSF is not only that the store becomes a one-stop-shop for mothers-to-be and young mothers, but by also by becoming an interactive platform by enabling parenting advice/interaction and forums. The store is aimed at ‘working-class’ women who regularly shop at organised retail stores and in turn prefer the same (or better) experience when shopping during or after their pregnancy.
Although baby stores are not a new concept, with the organised retail market increasing at an unprecedented rate (of 35%); ‘Mom & Me’ stands to gain in the long haul by becoming a preferred store simply by riding the organised retail ‘growth wave’. The key drivers for the baby-care market are high disposable incomes (which in turn is changing consumer buying behaviour), increasing working women population and rising shopping mall culture.
|The Mom & Me website|
The company has also forayed into services like counselling and fitness through its brand extension – Mom’s Lounge which reflects the long-term growth strategy of the company. With local competitors like Liliput and international players like Chicco also vying for their ‘share of the pie’, the competition is set to heat-up. The growth potential in India presents both a positive impact (being obvious) and a negative one – an onslaught of brands which overcrowds the market and confuses the customer. A classic case of ‘overcrowding’ can be observed in the deodorants market and how Parx is trying to stand-out (in-sighted here). The brand can aim to be the leader in the category by creating engaging consumer campaigns and focusing on the brand message – We are ‘the choice’ for your baby and you.
Rating: The campaign although not very creative soft-launches the brand
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