Bangkok--29 Jan--Hill & Knowlton Thailand
Highlights marketing strategy focusing on return-on-investment, quick adaptation to market conditions and participations with tenants
Gaysorn Shopping Center today announced its latest move to adjust its marketing strategy for the year 2009, to be in line with current economic trends in Thailand and global, focusing on building understanding among four main groups of targeted customers, while joining hands with tenants gearing up for the organizing of a series of exclusive marketing activities campaigns covering all products and services in every segments. The luxury shopping center also targets five to eight per cent growth in overall sales in 2009, following the steady growth in 2008. To greet the month of love, Gaysorn will organize the ‘Gaysorn Love Carnivals’ campaign, aimed to boost spending among shoppers.
Satima Tanabe, Deputy General Manager of Gaysorn Land Asset Management, said “As the retail industry experience a decline during the fourth quarter of 2008, this year we have come up with new strategy to focus on the agility and dynamic change of the market with our policy focusing on two major strategies, including Smart & Sophisticated Philosophy and Sharp & Speedy Philosophy. The former, which has been a core part in our operation, will be further implemented to penetrate four main target customers, they are: Millennium Money, Old Money, New Money and Middle Money by offering products, services, experiences and promotions to meet their specific demands. As for the later strategy, it will be focusing on the operation that meet the target, while offering reward and immediate outputs.
Gaysorn Shopping Center posted a steady growth in 2008, compared to the same period in 2007. For the first three quarters of 2008, the shopping center exhibited 15 per cent growth as targeted, yet the overall growth in the final quarter last year showed a diminish rate by 15 per cent, dampened by political uncertainty as well as volatile global economic sentiment.
The implementation of the above strategy will also be in line with a concept to offer top quality products and services to be on par with other in-depth strategies, including the selection of brands and shops that meet the concept of ‘Merchandising Driven’, ‘Value-added service Driven’, ‘Uniqueness & Exclusivity’ and ‘Experience Driven’.
“The economic condition doesn’t deal a direct blow to our main target customer but it will effect on their assets and investment in stock markets, real estate, or import-export business. The decreased value causes them to be more cautious about spending. However its only the economic sentiment that affects them. And from our own experience with clients, The consumption of luxury products form part of their lifestyle, which is quite indispensable. Consequently, the spending of products and services will likely to continue, while some attributes of the products will play a vital part, including uniqueness, top-quality, quality of being classic and the longer life of product”, she added.
Gaysorn forecasts its revenue growth for 2009 at five to eight per cent based on the newly introduced proactive plans. Also Gaysorn will work more closely with the tenants providing activity support and seasonal marketing promotions such as the Chinese New Year — Ang Pao Promotion, Gaysorn Spring/Summer International Fashion Week which will be held coinciding with the Shop & Win Promotion and the Gaysorn Love Carnival Promotion, offering a wide variety of stylish gift ideas for all loved ones. The Valentine’s Day promotion runs from 1st—28th February 2009, for every 10,000 baht spent for SCB credit cardholder, shoppers will have a chance to win special lucky draw prizes including gold necklaces, cash vouchers or discount vouchers for shopping, dining vouchers, and extra bonus points.
For more information, please contact:Wachiraporn Pornpityalert Saowapa Sukuntee / Pishnu Plaikaew
Gaysorn Hill & Knowlton Thailand
Tel. 0-2656-1516 ext. 302 Tel. 0-2627-3501 ext. 191, 154
Fax. 0-2656-1533 Fax. 0-2627-3510
E-mail : [email protected] E-mail : [email protected]