Ten leading marketing experts will get together next week to offer their insights on the Kingdom's provincial market, which is poised for robust growth this year thanks to a major shift in focus on the parts of several major corporations, and the government's economic stimulus package.
OmegaWorldClass Research Institute chief executive Dr Kittiwat Uchupalanan said that all signs point to 2010 being the year that ushers in "the age of the provincial market".
Many leading brands, including Toshiba, Kia, 7-Eleven, Major Cineplex, O2, Pizza Hut, DKSH, Watson, Oishi and SVOA are wisely shifting their focus to developing this potentially enormous market, he said.
Opportunities abound in provincial urban and rural markets up and down the country, Kittiwat said. Moreover, the effects of the government's stimulus package, which is aimed in part at fostering a provincial recovery, especially by boosting rural purchasing power, are going to be felt this year, he said.
All roads in Thailand lead upcountry, Kittiwat said. The great bulk of Thai consumers are all right there waiting, and their spending power is undeniable, he said. However, some big questions remain for marketers, such as how to understand the provincial consumer, and how to win his loyalty to a brand. Hence, the research institute has invited 10 leading marketers with extensive knowledge of Thailand's provincial markets to share their insights into how leading brands are winning the hearts of upcountry consumers. The speakers include Dr Tana Tanarugsachock, senior vice president, credit risk management and customer insight at Krungthai Card; Worawut Worakarn, regional planning director at Lowe Worldwide; Supavadee Tantiyanon, managing director at OgilvyOne Worldwide; Chalit Limpanavech, chairman of marketing management group, Thailand Management Association; Charkrit Direkwattanachai, head of customer insight and marketing at Ek-Chai Distribution System (Tesco Lotus); Tampote Torsuwan, executive director, Inspire Research; Pongsak Sanitwongse Na Ayudhya, managing director of Publicis (Thailand); Dangjaithawin Anantachai, managing director, Research Dynamics; Salisa Hanpanich, executive vice president, Bank of Ayudhya; and Wannee Ruttanaphon, chairman of Initiative.
The "Marketing Success in Thailand's Provincial Markets", organised by the OmegaWorldClass Research Institute, will be held at the Conrad Hotel on February 4-5.
