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Published on August 27, 2007

Virat Udomsinwatana, CEO of both Box Office and Box Asset, said the company would use the brand Box Zone for its community market. It opened the first Box Zone market near Esplanade City Mall six months ago.

Its strategy is to pay more attention to location than to brand creation because its target is people who travel by mass transit and spend their free time in entertainment centres.

"I believe that Thais choose to relax in the malls with air-conditioning but they prefer spending their money on cheaper and various goods in the community market," Virat said.

Box Zone will combine the good points of many famous community markets such as those at Major Rachayothin and behind the Thai Airways office.

Virat said it would take advantage of business hours from midday to midnight, other markets being crowded during either daytime or night time.

Another strategy is to arrange one zone for "stars" to sell their goods in a bid to attract their fans. "Fortunately, we have our own celebrities working for Box Office. Most of them would like to start their own businesses with a small budget," he said.

The company plans one zone as an open space for companies to hold events, as at Centre Point.

It targets to generate revenue of Bt50 million this year from rental blocks and has earmarked Bt20 million this year to market the Box Zone brand, relying heavily on events and other below-the-line activities. The company will hold the grand opening of its community market in November.

It is looking for a location to set up a second community market.

"I am considering the area around Makkasan, where the airport link and shopping malls will be constructed soon," he added.

The company expects to finalise its decision in the beginning of the coming year.

Chalida Ekvitthayavechnukul

The Nation