Bangkok--Jul 15--Aziam Burson-Marsteller
Big C is concentrating on the house brand sector with the launch of the innovative “More Shopping, More Discounts” promotion featuring the lowest priced products to support customers affected by high oil prices. The company expects its house brands to achieve growth of at least 20 percent in 2005. The company will open its new store on Petchkasem Road to meet demand from locations in high buying communities.
According to Ms Jariya Chirathivat, Vice President, Marketing and Communications, Big C Supercenter PLC, the higher costs of living led by rising oil prices have convinced Big C Supecenter, a supercenter that sell house brand products under the names of “Leader Price” and “First Price”, to implement innovative campaigns to broaden its house brand business. This will help consumers buy low price products while easing the burdens confronting people who have been affected by rising oil prices.
“We are committed to selling high quality products at more attractive prices and, through our “Truly Cheap Price” strategy, examining product items everyday to guarantee that the products available at Big C are cheaper than our competitors. Sales promotions are being continually launched to sell the products at special prices. We also sell brand house items as a new choice for consumers who demand the higher value of products at these more reasonable prices,” said Ms Jariya.
“During the economic slowdown, consumers who are more cautious about spending money will select cheaper house brand products. We are paying more attention to our house brand products and this is another means of alleviating the hardships facing consumers who are adversely affected by the high cost of living. This strategy is also consistent with the government’s commitment to control retail prices of consumer products and deliver these products at very low prices.”
Today, more house brand products are well accepted by consumers. The
Big C house brand products have achieved consistently favorable growth every year since they were launched four years ago. They have gained more consumer acceptance as the products are of the same quality as the brand names. The products can be sold at cheaper prices because of lower marketing expenses and simpler packaging while maintaining Big C quality standards. Stringent checks and controls are being implemented to ensure the superior quality of all Big C house brand products.
Ms Pariyanuch Na Taguatung, Director of Marketing and PR of Big C Supercenter PCL said Big C has launched the More Shopping, More Discounts promotion to ensure that consumers can buy its products at cheaper prices. A 10 baht discount coupon, that can be used to buy the product defined on the coupon, is offered for every 100 baht purchase of Leader Price or First Price house brand products from today until July 27, 2005.
Currently, there are 1,500 - 1,600 items of Leader Price and First Price house brand products, an increase of nearly 400 products compared to last year. The house brand products represent approximately 5% of the total products available at Big C. The list covers food products such as snacks and beverages as well as non-food items including personal care products, electrical appliances, household goods, stationery, cleaning products, etc. The retail prices of Leader Price goods are about 10-20% cheaper than those of brand names.
“The most popular house brand product items are snacks, beverages, juices and oils. Given the increasing demand for house brand products, we expect this market segment to grow by no less than 20% this year,” added Ms Pariyanuch.
Recently, Big C revealed that 50% of consumers polled in a recent survey concluded they were well aware of the Leader Price brand and they realized that Leader Price is a Big C house brand that is available at very low prices. These consumers were also active buyers of these products as reflected in higher sales at Big C Supercenter and Leader Price convenience stores.
Big C accelerates extension of its retail network with the opening of new Petchkasem store
On July 17, Big C Supercenter will open the new Petchkasem store which will be its 42nd outlet. Located at the Siam Future Development project, the Petchkasem store is structured in a compact design covering a space of 6,000 square meters, with a total investment of 300 million baht, according to Ms Jariya.
“The opening of the Petchkasem branch is consistent with our plan to respond to the increasing demand of people living in the Petchkasem and surrounding areas. Sales at the Petchkasem outlet are expected to be favorable as it is located in a prime area supported by consumers with high purchasing power. The new store is expected to serve 1.5 million customers in the first year,” added Ms Jariya.
Big C Petchkasem offers over 100,000 low priced Leader Price products that are expected to account for 5% - 10% of the total available products. It also houses a wide array of leading partner retail stores and facilities that Big C and its partners have arranged to deliver including KFC, Auntie Anns, Jaymart, Telewiz, I-mobile, Bangkok Bank.
“To mark the inauguration of the Petchkasem store, Big C will offer a 40 baht coupon set for free that can be used to obtain discounts on goods purchased at Big C Petchkasem. Customers will also be entitled to receive coupons to be eligible to win a pick-up truck and gold prizes. Consumers from Petchkasem and surrounding areas won’t want to miss these exciting opportunities!,” concluded Ms Jariya.
Big C Supercenter PCL (BIGC) founded in 1993, is a retail consumer goods trade operating under the name Big C Supercenter. It offers a wide variety of products at the most competitive prices under the slogan “More Than Just Low Prices” to maximize the highest value for customers at its 41 store nationwide. For further information about Big C Supercenter, visit our Web site at www.bigc.co.th.
For further information, please contact:
Satida Sritunyathorn or Waraporn Somboonwanna
Aziam Burson-Marsteller
Tel. 0 2252 9871 End.