Bangkok--21 Jul--Ogilvy Public Relations Worldwide
After two months as the new captain of Mc Jeans, Thana Thienachariya today announced a new mission, “The Next Mc Jeans”, aiming for the popular local jeans brand to become the market No. 1 by 2012. The company also introduced its new blood 12-executive management team to help with the brand revival initiatives and activities.
Mr. Thana Thienachariya, chief executive officer of P. K. Garment (Import-Export) Co., Ltd., the manufacturer and distributor of Mc Jeans, said, “The past two months as the CEO of Mc Jeans is a truly exciting time with lots of discovery and inspiration. I have had no experience in the retail and fashion industry, especially the manufacturing side of it, so I am impressed with the fact that Mc Jeans is very strong, especially in the product quality focus and manufacturing capacity.”
“Mc Jeans has a modern and very efficient plant which has the highest production capacity in the country. There is also no doubt about product quality. With aspiration to make jeans that perfectly fit Thai people, all Mc Jeans, both men and women’s collections, are specially designed to fit snugly into the contours of Thai consumers’ body. This is how Mc Jeans accumulate popularity through word-of-mouth over the years in business. Today, we have a very strong loyal Mc Jeans customer base, especially in the provinces. Coupled with highly experienced sales team who has insightful understanding of their customers, I believe that Mc Jeans is in a very strong position for growth and becoming the market No. 1 by the end of 2012.”
Mc Jeans hopes to achieve Bt1.7 billion revenue in 2011, a 20-25 per cent increase from 2010. As the strong No.2 market leader, Mc Jeans currently enjoys approximately 35 per cent in Thailand’s Bt5 billion jeans market.
In gearing towards a bigger success and brighter future, Mc Jeans has recently undergone an organizational restructuring. A team of 12 young and enthusiastic management professionals has already had their hands on the company’s operations, ready to create more excitement in Thailand’s denim market.
In the next 123 days, the management team will work together in setting the new direction and craft the details of four winning strategies — Brand Evolution, Product Innovation, Production Efficiency, and Effortless Distribution, which are designed to bring Mc Jeans to the market leader position.
Another major mission is “Making Mc Jeans a dream organization”, a hearty organization. The mission is derived from Thana’s strong belief that only happy workforce in a happy workplace will produce unique products that make consumers happy and feel they are part of the brand.
“I believe that the characteristics of a brand reflect the characteristics of an organization. And, the characteristics of an organization are the reflection of the people working in it. It all starts with ourselves. I have set up an employees’ fund, using the proceeds from my lectures at different institutions. The fund will be instrumental in employees’ development. When people have proper skills, they will work more efficiently and dedicate more to produce better work. Above all, they will feel happy with what they do and proud to be part of the team, the brand and the company. This is the starting point of becoming a “dream organization”, said Thana.