Bangkok--14 Feb--Mind Touch
- Set aside 15 million baht for brand ambassador and presenter marketing campaign
- Adopting presenter marketing approach to enhance brand and its leadership
Pakee Pracharktam, Managing Director of Better Vision Group Company Limited said that the company has appointed Natalie Glebova, Miss Universe 2005, as its Brand Ambassador, which could be considered as the first time in the optical retail chain industry. The decision to choose Natalie is because she is internationally renowned and accepted in line with the company’s vision to become the leading optical retail chain in the region as well as in the international level. The company has set aside 10-15 million baht for the presenter marketing campaign.
After the appointment, Natalie will act as the brand ambassador and the company’s representative to promote and enhance the positive image of the organization, its brands including “Better Vision” and “Hor Wan” as well as the unique BVAX service. The contract period is one year starting from January 1 until December 31, 2007.
The first advertisement campaign that would engage Natalie Glebova as the presenter would be BVAX service that is the 12-step examination process to determine the vision problem with accuracy to fit the eyeglasses for the customer, which is a unique standard for all Better Vision Group’s outlets.
“We have chosen Natalie as our Brand Ambassador because of her beauty, good personality as well as her professionalism. She is also internationally accepted with her title of Miss Universe 2005 as a guarantee, which is in line with our vision to become the regional leader and international player in the long run. Although Natalie is a foreigner, but with the mentioned qualification, her love in the Thai tradition and culture as well as the acceptance from the Thai people we believe, she will effectively help promoting and enhancing our image” said Pakee.
Pakee added that appointing the well known person as the Brand Ambassador was one of the key strategies to achieve 2007 objectives in term of branding, image reinforcement as well as customer base expansion. The company projects 20% growth accounted for the sales over 1,080 million baht. The company has set aside 30 million baht for the marketing and promotion budget during 2007.
At the same time, the company plans to open 10 more shops in Thailand and another 2 outlets in Singapore and Malaysia with an investment of 5-7 million baht per outlet. After the opening of all new branches as scheduled, the company will have totally 110 shops in Thailand from the existing 100 outlets whereas the number of overseas outlets will be increased from 22 to 24.
“The market strategy this year will emphasize on the continuous brand building activities so as to make a clear differentiation between “Better Vision” and “Hor Wan”. Hor Wan is a professional optical shop offering comprehensive optical and vision correction service and products by a team of competent and experienced personnel. It targets the customers who need to fix the vision problem. While Better Vision is opened in the leading and high end shopping malls, targeting B+ and above group of customers. Better Vision will focus more on fashion eyewear as it is positioned as the eyewear fashion leader. One factor that is similar in both Hor Wan and Better Vision shops is that it would never adopt the price war strategy in its market approach. All the shops have the same price and discount standard”, said Pakee.
During 2006, the company posted 15% growth and had about 18% market share which ranked No. 2 in the optical retail chain industry. As for the optical market situation, the behavior of the Thai consumers regarding the use of eyewear has evolved at a fast pace. The younger generation pays more attention to the fashion trend, brand and design when choosing for the sunglasses and spectacle frames. The frequency of eyewear purchase is also increased. In 2006 the optical industry continued to growth with the total value around 5,000 million baht. The overall optical market this year is estimated to grow by 7-8%.
For more information please contact
Mind Touch Company Limited — PR Consultant
Savitree Peungcharoenkun (081 816 4598)
Tel. 02 689 2334-5
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