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Published on April 18, 2008

The Nation

To sell CDs using this channel, the company appointed Asthen Music at Hermit Assertive Group, a direct-sales company from the United States, as sole distributor last year.

The huge market opportunities prevented by this channel, which uses the skills of its representatives to expound the merits of the albums to customers, are a major reason Grammy is optimistic about its sales target. "Consumers still want physical products [CDs] because they prefer their quality. They usually don't have time to pick CDs from shelves," said Yongsak Ekprachayasakul, GMM Grammy director of sales and marketing.

"The direct channel also adds convenience to people who don't have time to go shopping," he said.

Each sales team brings 40 to 50 albums when they knock on the doors of potential customers.

From last year's revenue of Bt60 million, 66.56 per cent came from compilation albums, 15.08 per cent from country songs, 7.63 per cent from string music albums, 7.41 per cent from concert albums and 2.92 per cent from international artists. The remainder was accounted for by "songs for life", "golden oldies" and instrumental albums.

This year, Grammy aims to capture more types of consumer groups from housewives, housemaids, teenagers to working people with a plan to add 50 additional people to its 200-strong direct-sales team.

The firm will target key cities such as Chiang Mai, Pattaya, Rayong, Nakhon Ratchasima, Khon Kaen, Udon Thani, Hat Yai and Phuket.

It currently sells CDs just in Bangkok and the outskirts of the capital.