Mall Group allots B1.2bn [Bangkok Post, Thailand :: ]
(Bangkok Post (Thailand) Via Acquire Media NewsEdge) June 25--The Mall Group, the country's No.2 retail chain, earmarked 1.2 billion baht for second-half marketing activities to drive 2014 sales to reach its 50-billion-baht target.
Executive vice-president Chamnarn Maytaprechakul said the group would separate marketing teams to handle campaigns for Siam Paragon, The Emporium and The Mall shopping malls, effective next month.
"The marketing campaigns at The Mall, Emporium and Paragon will be different in detail," he said.
Having a specific marketing team will enable it to better understand customers and offer proper services, products and activities to match target buyers for these three retail stores.
The move also provides an opportunity for staff to enhance their skills and build career paths. Each young manager will work with an older manager to blend new ideas with experience from top executives.
Management wants to support the younger generation and mid-level managers initiating fresh ideas to develop a new mega-retail project in the future.
Mr Chamnarn said midnight sales would remain one strategy, with a new campaign from June 26 to July 2 at the malls and another sales promotion for Impact Muang Thong Thani from July 2-6.
The company plans to generate 1.5 billion baht in sales from the two campaigns, driving the group's total sales to 50 billion baht this year, up slightly from 49 billion last year.
Sales of The Mall Group contracted in the first quarter due to the political impasse.
The group shortened service hours at some branches and suspended several marketing activities from February-April.
However, the group has recorded positive shopping sentiment from April, with increasing shopping momentum continuing into May.
This sales growth is expected to reach 2-3% in the second quarter.
"We expect flat sales growth in the first half, better than our earlier projection. Customers have returned to regularly spending lots of time at our stores. The drop in foreign tourists is the only factor we're still concerned with at the moment," Mr Chamnarn said.
(c)2014 the Bangkok Post (Bangkok, Thailand)
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