Mall Group in the game
The Mall Group, operator of The Mall, Siam Paragon, The Emporium and Sports Mall outlets, has adjusted its marketing strategy to stage activities and product displays according to national and global sporting events, the government's health policies and consumer trends.
It will also launch a Sports Kid zone in its stores by mid-year, specialising in sports shoes for high-school teenagers.Senior procurement manager Sunthorn Sureeluangkhajohn yesterday said the marketing strategy originated last year, when the public sector encouraged people to exercise for good health and hosted major fitness programmes. The company changed the size of its area displaying sportswear and sporting equipment that matched those events and policies. Sales surged. Since then, the company has provided an additional space for women's sportswear and accessories, called Women's Sports Mall, in all eight of its stores. Sunthorn said more women these days were interested in exercise and that they were likely to switch from working out in fitness centres to exercising outdoors. Hence, sport has become part of their lifestyle, and they are looking for trendy sportswear and equipment. The proposed Sports Kid sections, beginning at Siam Paragon, will sell only sport shoes for teenagers with feet sized from five to nine. He said there were few shops or brands offering these sizes of shoes. All of the Mall Group's product displays and marketing activities this year will cost less than Bt50 million, Sunthorn said. Sports Mall had sales of Bt1.5 billion last year. Sportswear and sports shoes representing 50 per cent of sales, fitness equipment 25 per cent and golf equipment 20 per cent. It expects sales of Bt2 billion this year. Nitida Asawanipont The Nation
|
