Central to woo shoppers
From right, Yuwadee Chirathivat, president of Central Department Store, Nidsinee Chirathivat, executive vice president for merchandising, and Sirikate Chirakitti, executive vice president for store operations, join a press conference yesterday to unveil a
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Central Department Store will splurge Bt1.5 billion on marketing and promotional activities in the remaining six months of this year to attract reluctant shoppers back.
"This year is one of the worst experienced by the company as the country has been hit by many negative developments at the same time, both politically and economically," president Yuwadee Chirathivat said yesterday. The marketing campaign, which will cost 40 per cent more than the amount spent in the same period last year, will also celebrate the 60th anniversary of Central Retail Corp's department-store arm. "We achieved sales of Bt13 billion in the first six months of this year and target Bt15 billion-Bt16 billion for the rest of this year," Yuwadee said. The company's sales last year were up 7 per cent to Bt26 billion and were expected to rise 10 per cent this year. "However, with this serious economic and political environment, we will be satisfied now if we can achieve the same sales figure as last year," she said, adding that even high-income earners had become more cautious with their money. A significant portion of the Bt1.5-billion budget will be spent on the "Central 60th Anniversary Celebration". "This 60th anniversary celebration is one of the biggest in decades. It is meant to deliver our heartfelt gratitude to our customers. Central has been around for 60 years now and has become part of Thais' lifestyles. The concept of the celebration is 'because of you - our patrons and their patronage that made us what we are today'," she said. The company is preparing a lot of activities for this special occasion, including the screening of its latest TV commercial "Our Pride" with the theme song "Phroh Mee Ther…Jeung Mee Chan" composed by Nitipong Hornak and performed by diva Mai Charoenpura. Central Department Store manages 15 branches in Bangkok, Chiang Mai, Hat Yai and Phuket, including Zen, a trendy department store at Bangkok's CentralWorld. The company plans to renovate and upgrade its two properties in Bang Na and Pinklao to the level of the Chidlom flagship store at a cost of Bt200 million to Bt300 million each. "We will also open two Central Department Stores on Chaeng Wattana Road by the end of next year and in Pattaya by early 2009," Yuwadee said.
Kwanchai Rungfapaisarn The Nation
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