Future Brands taps social networking for McNroe Chemicals

Future Group’s tie-up with McNroe Chemicals, a Kolkata-based fast moving consumer goods (FMCG) company for brand marketing and partnerships, is now all set to tap social networking platforms.

Future Brands, the brand consultancy division of Future Group, has taken up the task of marketing McNroe’s brands --- Wild Stone and Secret Temptations --- and are also looking to tap the social networking platform in a big way, as part of its marketing initiatives.

Santosh Desai, managing director of Future Brands, told Business Standard, “We are using the social networking platform for McNroe as part of our brand marketing plan. Platforms like Facebook and Twitter, and other social networking sites, help keep the buzz alive.” “The brands are essentially for young consumers and social networking is one of the best medium to attract them,” Desai added.

Future Brands bases its revenues on either of three models: a share of revenue, equity or a fee or a hybrid model of either of these.

For McNroe, Future Brands manages Wildstone and Secret Temptation brands of talcs and deodorants.

In 2009, the Rs 550-crore market for deodorants saw a 45 per cent growth rate over the previous year. Meanwhile, Future Brands expects to close its financial year in June this year with a turnover if Rs 1300 crore. “We are targeting a turnover of Rs 1300 crore, a growth of 35-40 per cent over last year. Before the recession set in, we were registering a growth of nearly 60 per cent. We should reach there in another year or so,” Desai added.

Some of Future Group’s key brands include, John Miller, Lombard, Bare, DJ&C, Buffalo and RIG in the fashion and apparel space.