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SERVICES
PORNNALAT PRACHYAKORN
There are many ways for organisations to communicate their brands and one channel is floral wreaths, says the gift-delivery firm Stacey International Corp. Sanongnuch Charnvirakul, the company's managing director, said sales of corporate wreaths had been growing substantially in the past few years, even for funerals.
''Many companies send wreaths to express their condolences and sympathy when someone passes away. But they still want their wreaths to stand out from the others. So we have tried hard to differentiate our wreaths,'' she said.
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| Stacey managing director Sanongnuch Charnvirakul shows off the new branded wreaths. |
The company launched new branded wreath products with unique designs and creativity yesterday.
Ms Sanongnuch said companies would continue to spend high budgets on marketing since building a brand is important, especially in a poor economy.
The company has 4,000 customers in its database and 95% are corporate customers, including Tesco Lotus and Toshiba, said general manager Pornchai Chantachivakul.
''Gift baskets are seasonal, making up about 5-10% of our sales, while we receive wreath orders as often as every month,'' Mr Pornchai said.
The price range for a new wreath is 2,500 to 3,000 baht or 10-15% higher than for traditional ones, which start at 1,000 baht.
''We expect about 20% of our existing customers to switch to new products in the first stage,'' Mr Pornchai said.He said that the overall wreath market accounted for about 25% of the four-billion-baht flower service market. The wreath market alone enjoys 10% growth each year.
Sales of wreaths accounted for about 40% of Stacey's total sales of 50 million baht last year.
The company hopes the new products will increase that proportion to 60% this year with expected sales of 75 billion baht, 50% growth from last year.
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