Word Association (2024)

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The Mall celebrates 30th birthday with poor sales

By Kwanchai Rungfapaisarn

The Nation

The Mall Group expects its sales to be stagnant this year due to the unrest and prolonged rallies in the Rajprasong area in April and May, which caused the closure of the Siam Paragon shopping complex for 52 days.

The group posted a sales decline of between 2 per cent and 3 per cent in the first six months of the year, compared to the same period last year, according to Chamnarn Maytaprechakul, the group's senior chief marketing officer.

"The sales drop was caused mainly by the closure of our Siam Paragon complex, which normally accounts for about 25 per cent of our turnover," Chamnarn said.

He added however that the group's sales were expected to recover in the second half of the year as consumer confidence was coming back.

"We expect to achieve Bt40 billion in total sales this year, which is similar to last year. It is below the group's previous sales target, which predicted an increase of between 3 per cent and 5 per cent this year," Chamnarn said.

However he said that consumer spending had improved significantly recently, as seen by the success of the "Midnight Sale Phenomenon" held late last month. The event boosted sales posted by the group's individual department stores by between 5 per cent and 10 per cent even though there was no increase in the number of shoppers.

The company announced yesterday that it was investing Bt15 million in a new marketing campaign called "Princess Hours", to celebrate the group's 30 th anniversary. The campaign will be held from July 29 through August 8. It will find five lucky women to appear in a fashion photo album together with wellknown singer Dome Pakorn Lum. The album will appear in the fashion section of Image magazine to be published in October. The session will be shot by wellknown photographer "Yai" Amat Nimitpark.

The Emporium will also celebrate its 13 th anniversary, with the launch of a "13 Fortune Keys" campaign, which will give shoppers a chance to win a Volvo S40 worth Bt1.7 million. The campaign will also be held between July 29 and August 8.

"We have invested Bt20 million totally in the two marketing campaigns, which will generate sales of Bt900 million altogether," said Chamnarn. He added that both campaigns would be supported by a complete lineup of merchandise.

Chamnarn said that, entering into its 30 th year, The Mall Group was highlighting the differences among its stores rather than from its competitors.

"We want to be outstanding every day and bring something new to our customers. This is quite difficult and challenging to us," he said.

Chamnarn said that over the past 30 years, the group had been "quite dynamic" and had adjusted itself actively to the changing demands of Thai consumers. The group was among the local pioneers in initiating event marketing into the market.

"Our basic DNA remains the same however: family style, happiness and breakthrough ideas," he said.

Chamnarn said that the next 30 years would be the time for the group to recruit young blood into the organisation to allow a "perfect" blend between existing and new fresh ideas.

He said that in the marketing department, for instance, all human resources would be equally mixed between older and youngblood managers and executives.

-- The Nation 2010-07-24