Thai Yamaha Motor will continue focusing on sports marketing, as it has effectively enhanced brand recognition of its motorcycles among mass consumers.
Jintana Udomsub, chief of commerce, said yesterday that the company has used sports marketing campaigns over the past three years, as well as music marketing, to expand into new market segments, such as teenagers.
This year, the company has launched many activities revolving around the World Cup in South Africa, including cheering activities such as the Yamaha Football Festival at Supachalasai National Stadium and in eight provinces.
The company also invited the Thai press to the match between Spain and Portugal at Green Point Stadium here to see the real atmos¬phere and understand its sports marketing.
The company's survey found that most of its customers are teenaged music and sports lovers.
Pitak Thabtim, head of public relations and events, said the com¬pany's sports marketing for soccer has attracted a lot of attention from teens, since that is their most popular sport.
The company is the main sponsor of the Muangthong United soccer team in the Thailand Premier League. It also owns Yamaha Stadium in Muang Thong Thani.
It sells about Bt30 billion of motorbikes a year, of which 8-10 per cent is allocated as the marketing and sales activity budget. Last month it posted peak sales of 42,000 units.