Question

Topic: Strategy

Changing Franchiser's Mindset

Posted by Anonymous on 4/17/2010 at 11:23 PM ET 500 Points

A friend has opened, as a franchise, a retail store selling apparels. The product range, taken from the franchiser’s website,

“sell casuals, semi-formals and sportswear range including T-shirts, jackets and accessories. Has been designed as a youth brand targeting the middle income consumer in the age group of 18-40 years. “

The Franchiser has a good,decades old reputation as a Company selling textiles. About 9 months ago it ventured into apparels.

100 metres from the store is an exhibition site. Starting today (April 17) is a 4 day exhibition – the theme of this show is Trends. The Show is expected to be attended by 3000 people. The Franchiser decided not to take part in the Show.

I feel the Franchiser’s mind set has not migrated to the concept of selling apparels; they are inclined towards advertising in the print media and putting up hoardings. I had not heard of the Franchiser’s brand until I walked into my friend’s store. Also, this is the only store in this town, in North India.

I am looking for ideas on increasing footfalls, targeted advertising, and creating brand awareness. I do understand this is a huge ask!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 4/18/2010 at 4:51 PM Member
    It's too late for the show. But is there a reason for people attending the show to visit your store on the way in/out? Is there a connection between what the attendees are looking for and what you're selling?
  • Posted by Peter (henna gaijin) on 4/21/2010 at 10:59 PM Accepted
    I am not going touch whether a textile company can sell finished clothing - that is something the franchiser hopefully considered before taking on the business.

    But there definitely seem to be different opinions about who should be doing what, which unfortunately doesn't seem to have been set in a franchise agreement (as it should have been).

    I can't talk about the specifics of this agreement, but in general the franchiser is focused on marketing activities that help all franchisees (or at least large segments of them), where the franchisee takes on activities that focus on their local business directly. Was this a national or regional trade show, or one that just would benefit the one franchisee?

    I am guessing the latter (particularly given how you talk about how the goal of programs would have been to drive traffic to the particular franchisee's store), in which case the franchisee probably should have been the one to put out the table and/or make the coupons for this show.

    Sometimes the franchiser's will help in this, such as by using co-op money or providing some other support (trade show booth materials, send a person to help man the booth, etc.).
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