Bangkok--4 Jun--Aziam Burson-Marsteller
Big C opens the second half with new strategies and major campaigns Opens new men’s zone Launches 300M baht “Celebrate 14th anniversary with 14 houses” campaign
Big C is focusing on the men’s market by opening a ‘men’s zone’ expanding its IT product line in order to broaden its customer base. The objective is to create a new image of a modern hypermarket. Big C has also introduced the 300 million baht mega-marketing campaign, which will give away 14 luxurious houses plus offer discount coupons for product purchases to celebrate the company’s 14th anniversary. The new campaign is intended to stimulate sales and enhance customer loyalty in the second half of 2007.
According to Ms Jariya Chirathivat, Vice President, Marketing & Communications, Big C Supercenter plc, “To mark its 14th anniversary, Big C has revised its marketing strategy based on in-depth insights into consumer behavior and market trends to ensure that we deliver products and services that best suit our customers’ needs. In the second half of 2007, Big C will implement proactive marketing activations via a wide range of promotional activities with modern themes that relate to brand image and consumer lifestyles. Big C will broaden its customer base to serve particular market niches and introduce more products for particular customer groups, such as men. Men have high buying power and make quick decisions regarding products that meet their needs.
“While housewives are our primary consumer target group, Big C has launched a diverse array of promotional strategies and activities to broaden its customer base. Last year, Big C boldly moved into the fashion apparel category with the Only @ Big C concept, which targets children, teenagers and working men and women. This year, we are more focused on category driven marketing activities that are based on consumer insights into purchase behavior for particular product categories. Several departments have been renovated to best suit customer demands. This will attract particular customer groups to shop at Big C. Our goal is to increase revenues by 15-20%, reflecting our leadership in pricing and our positioning as the premier hypermart offering products for every customer group.”
Ms Jariya said that Big C’s HBA (Health and Beauty Aids) department and Electrical Appliance department have been renovated in terms of product designs and variety as well as shelf display to make it more convenient for particular customer groups. Big C recently opened the men’s zone in the HBA department of all Big C stores to sell men’ products including facial skin care, shaving cream, skin nourishment cream, shampoo, deodorant and others. The department also offers comprehensive tips on personal care to allow customers to receive accurate product information and make it more attractive to shop at Big C.
“The insights into shopping behavior showed that men shop quickly. They have a goal about what to buy and spend a short time buying it. If they can’t find the products they want, they will change their mind and shopping rather than ask the sales staff. With The traditional product display, men have to wander around the store to buy men’s products. We therefore have come up with an idea to put all men’s products into a single zone to create a more convenient shopping experience that best suits men’s shopping behavior,” said Ms Jariya.
Big C has redesigned the designs and spaces of selling area in the electrical appliance department especially the IT unit to make it more convenient for shopping. The company has added more new products to its IT line including the high-end and hot-hit versions of notebooks, printers and accessories for general purposes. The Hyson brand, one of exclusive brand that customers can find at Big C only, comes in the modern design, includes amplifiers, USB ports, MP 4 wireless mouse and others and it brings vividness to both men and the new generation and meet their lifestyles.
“Big C has broadened its electrical appliance line to make it more diverse and meet all customer groups’ needs. These products including plasma TVs, LCD TVs, digital cameras, video camcorders, washing machines, refrigerators and kitchen appliances are available at more affordable prices in line with Big C’s strategy. We will launch year-round marketing campaigns plus offering premiums, gift vouchers and the 4-year 0% installment payment terms,” said Ms Jariya.
Spending 300 million baht on launching “Celebrate 14th anniversary with 14 houses” campaign
Ms Jariya said that to celebrate Big C’s 14th anniversary, Big C is investing 300 million on launching the “Celebrate 14th anniversary with 14 houses” campaign. It is the highest value prize ever in the 14-year history of Big C. The campaign is expected to attract both new and existing customers and increase the total number of Big C shoppers by over 20-25%.
Big C will advertise the campaign via an integrated media program, including a 15-second version of its “Celebration” television commercial, for the duration of the campaign. Other media elements include print ads, posters, billboards and point-of-sale materials. The presenters of the campaign are the superstar “Vachirabunjong” family.
The “Celebrate 14th anniversary with 14 houses” campaign runs from now until July 11, 2007. For every 500 baht spent at Big C, customers will receive a coupon to enter a lucky draw for one of 14 houses in the KC Green Ville project, that are the grand prizes. The houses each are valued at 2.52 million baht, for a total value of 35.28 million baht. The drawing for the house grand prizes will take place over six weeks, two houses for each of the 1st-5th weeks and four houses in the 6th week. The names of winners will be posted at the Customer Service counter in every Big C store.
In addition, from now until June 14, Big C will give a discount coupon valued at 25 baht for every 500 baht spent and when a customer spends 2,500 baht they will receive an extra discount coupon, for a total of 150 baht in coupons. Customers who use their Big C card or Citibank Credit Card to make purchases, or who show their receipts featuring any participating product item under the Shop Call Free campaign will receive an additional lucky draw coupon for every 500 baht they spend and an additional 25 baht discount coupon for every 1000 baht they spend.
Moreover, the Big C Shopper Card celebrates the Big C’s 14th anniversary, by offering special incentives on participating products. Incentives include installations with 0% interest for up to 4 years and free 200 baht voucher and 500 baht voucher with the purchases of TVs, audio equipment, computers, digital cameras or mobile phones valued from 10,000-19,999 baht and over 20,000 baht respectively.
The Electrical Appliance department has arranged a low price plus premium promotion in which the purchase of a washing machine or refrigerator gets a free oven valued at 1,690 baht and the purchase of a TV gets a free DVD player valued at 1,090 baht.
“Last year we launched the “Shop Lak Jak Bann” campaing that shook up the retail industry and offered Thai customers a colorful shopping experience, and it received a warm welcome from customers. This year we arranged the “Celebrate 14th anniversary with 14 house” campaign where customers will have the chance to win a new house, get discount coupons and purchase over 150 truly inexpensive products. It is really our highest value campaign ever. We believe the campaign will differentiate Big C from our competitors and that customers will be very excited about this campaign. Big C would like to thank our loyal customers,” added Jariya.
Big C Supercenter PCL (BIGC), founded in 1993, is a retail consumer goods trade operator trading under the name of 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 50 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 Supaporn Suthamgosol
Aziam Burson-Marsteller
Tel: +66 (0) 2252 9871 ext. 122
Fax: +66 (0) 2254 8353
Mobile: +66 (0) 8 6320 0613
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