Mumbai: Madison Retail Paradigm (MRP), a unit of Madison World partnered with Welspun Global Brands to launch their new segment ‘Welspun Health’ which offers protective and hygiene solutions for medical professionals and consumers through personal care and other relevant lifestyle products. The objective was to publicize Welspun Health Masks across General Trade including grocers, Stand Alone Modern Trade and pharma channels.
Based on the company’s existing and integrated woven and non-woven manufacturing capabilities, Welspun Health offers products ranging from masks, medical gowns, disposable linen, PPE coveralls, wipes and other relevant lifestyle products. MRP designed some impactful and scalable retail visibility units with different variants being showcased in a sleek, attractive and compact product display. The retail elements and units were designed using materials that looked premium,but were easily scalable across sales channels. For national chains of pharmacy stores, acrylic material and premium designs were utilized. For local medical and chemist stores, smaller and effective designs made out of PVC highlighted the product and brand message. A pilot phase was conducted in Ahmedabad to measure the impact of retail elements, before scaling the production. Due to the overwhelming response, MRP delivered over ten thousand units across India. The various design elements include Counter-Top Units (CTU), Product Hangers, Parasite designs, and an acrylic unit to display the products on the counter of the pharmacy stores. The CTUs were designed in the shape of a shield signifying ‘protection from viruses. Later, High Impact Polystyrene Sheet units were used which gave a premium look and were cost-effective. All designs were inspected by the production team for Quality checks at various levels before being executed. The retail planning helped create awareness for the brand and highlighted the key message along with substantial sales impact.
“We were ideating on multiple ways to create impact in stores, where the consumer would be making the purchase decision. Hence, we turned to Madison’s retail arm MRP – Madison Retail Paradigm due to their experience in retail channel. We appreciate the strategy and execution that the team has delivered, and are looking forward to great results as we scale up,” said Nigel Sequeira, Marketing Manager at Welspun.
Arti Singh, VP, Madison Retail Paradigm says, “We are delighted to partner with Welspun Global Brands and deliver last mile Point of Sales merchandising solutions, which helped the brand gain visibility and push sales off the shelves. We look forward to continue delivering at the last-mile for the brand.”
MRP is the retail specialist of Madison World and does retail store design, visual merchandising design, retail signage, and other execution work for clients like Disney, CEAT, Bandhan Bank, L&T (L&T Electrical & Automation), Schwarzkopf, Dabur, Himalaya, Sebamed, Westside, Tata Consumer Products and many others. MRP has the vision to become a 360-degree retail solution provider for all retail brands and aims to strengthen its team, expand geographies and use its creative abilities for giving clients the best Retail experience. MRP is a part of Madison World which through its 11 companies served last year as many as 500 advertisers.
