Published on October 18, 2005

Bangkok Casa Co Ltd, an affiliate of furniture manufacturing giant Index Interfurn Group, has allocated a Bt100-million marketing budget for its Winner brand in an effort to boost sales of its mass-market furniture by 40 per cent next year.

Managing director Kijja Pattamasattayasonthi said yesterday that the money would be spent on both marketing events and mass-media advertising. Sixty-five per cent of the budget will go to below-the-line activities.

“Winner” is one of Index’s four brands. The others are “index”, “Logica” and “Trend Design”.

“Winner” products are aimed at the mass market and the brand currently holds a 20 per cent share of the Bt12-billion segment.

Kijja said the company revamped the “Winner” brand in the final quarter of last year to give both the product range and its retail outlets a more modern look. The products are currently sold through three types of outlet: Winner Furniture Centres, of which there are 44, and Winner Exclusive and Winner Basic shops, of which there is a combined total of 150.

Total revenue for the group is projected to reach Bt5.6 billion, an increase of 20 per cent from last year.

Nitida Asawanipont

The Nation

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