Sandeep KapoorSpreading fragrances through a novel concept of perfumes-only store with perfect ambiance is the brand ‘Perfume Station’. In an interview, Sandeep Kapoor, MD, York Perfumes (India) Pvt. Ltd shares his experience of brand’s participation in the FRO Chandigarh.
Namita Bhagat (NB): Tell us about the concept of your company and how did you opt for franchise growth model?
Sandeep Kapoor (SK): Ours is a very novel concept of making 100 per cent perfume stores which gives the consumer a vast variety of perfumes to choose from in perfect ambiance. We opened our first store a year ago and were encouraged by the overwhelming response to extend this concept to other cities through franchise model.
NB: Promotional strategy is a part and parcel of brand’s appropriate growth. Could you share the strategy of your company to further its reach to investors as well as clientele?
SK: We provide print and radio media support to our franchisee during the launch of the store and then provide need based promotion and advertising on an ongoing basis.
NB: Your company participated in FRO Chandigarh. What factors motivated you to take part in the event?
SK: We very strongly believe that exhibitions are one of the most powerful media to find the right business partner since it gives you a chance to interact on one to one basis with the potential partner which is not possible through other Medias.
NB: Share your experience of being one of the participating companies at FRO.
SK: I would say that by participating in the FRO programs we did make a lot of trade contacts which is very important for any business.
NB: How do you think the brands’ participation in the event would contribute to the brand’s growth?
SK: For any business it is important that the potential investor has a first-hand experience with the brand representatives to fully understand the strengths of a particular brand. This not only is useful for the investor but also very useful for the growth of the brand.
NB: What would you like to recommend to the entrepreneurs and investors looking forward being part of the show to derive maximum benefits from it?
SK: As a brand owner/representative you should be fully prepared to exhibit your product and clear all the doubts of the investor and as an investor you should be very clear in your mind as to what are you looking for. In nut shell do your homework properly before coming for the show.
Namita Bhagat (NB): Tell us about the concept of your company and how did you opt for franchise growth model?
Sandeep Kapoor (SK): Ours is a very novel concept of making 100 per cent perfume stores which gives the consumer a vast variety of perfumes to choose from in perfect ambiance. We opened our first store a year ago and were encouraged by the overwhelming response to extend this concept to other cities through franchise model.
NB: Promotional strategy is a part and parcel of brand’s appropriate growth. Could you share the strategy of your company to further its reach to investors as well as clientele?
SK: We provide print and radio media support to our franchisee during the launch of the store and then provide need based promotion and advertising on an ongoing basis.
NB: Your company participated in FRO Chandigarh. What factors motivated you to take part in the event?
SK: We very strongly believe that exhibitions are one of the most powerful media to find the right business partner since it gives you a chance to interact on one to one basis with the potential partner which is not possible through other Medias.
NB: Share your experience of being one of the participating companies at FRO.
SK: I would say that by participating in the FRO programs we did make a lot of trade contacts which is very important for any business.
NB: How do you think the brands’ participation in the event would contribute to the brand’s growth?
SK: For any business it is important that the potential investor has a first-hand experience with the brand representatives to fully understand the strengths of a particular brand. This not only is useful for the investor but also very useful for the growth of the brand.
NB: What would you like to recommend to the entrepreneurs and investors looking forward being part of the show to derive maximum benefits from it?
SK: As a brand owner/representative you should be fully prepared to exhibit your product and clear all the doubts of the investor and as an investor you should be very clear in your mind as to what are you looking for. In nut shell do your homework properly before coming for the show.