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Baht/$ 35.02/05 (Bid/Ask)
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GOLD |
12,300
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MARKETING
PITSINEE JITPLEECHEEP
Retailers are trying unconventional approaches for their New Year gift baskets to spur consumer demand amid the economic downturn, even offering special baskets for trendy "metrosexual" males.
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| Central Food Retail executives show off their New Year baskets, for which they expect 10-12% sales growth. From left: Chiranun Poopat, senior vice-president for buying, merchandising and marketing; Nick Reimeier, vice-president for international food and wine; and Phattaraporn Phenpraphat, vice-president for marketing and public relations. KITJA APICHONROJAREK |
Moreover, individual shoppers looking for value can get cash coupons, discount coupons up to 25% and monthly installments up to 10 months. Various gift baskets are geared toward healthy and green products, which are preferred by many shoppers.
Central Food Retail, the operator of Tops Supermarket, plans to spend around 30-40 million baht on its New Year gift basket campaign, according to Chiranun Poopat, senior vice-president for buying, merchandising and marketing.
"Though the economy is in a downturn, we don't think consumers will forgo spending on gifts for special occasions," she said.
Roughly 400 different gift items are available.
Variations such as "Cherished Beauty" in a purple basket and "Pink Pleasure" were developed specially for the most style-conscious urban males. Products include Meica Trueman American-style hot dogs and Arnott's Tim Tam Love Potion Raspberry Chocolate.
Mrs Chiranun expects the demand of gift baskets to grow by 10% to 1.1 billion baht during this festive season. The company targets its hamper sales to grow this year by 10-12% from last year.
Meanwhile, Pira A. Pirom, senior chief merchandising officer at The Mall Group, said that organic goods were increasing in popularity every month, resulting in their sales proportion to grow from single digits in past years to 20% presently.
More customers are also concerned with the environment, so the company's New Year gift baskets promote green concepts with imported organic products and recycled packaging.
The company offers discounts between 5% and 15% for purchases between 1,000 and 300,000 baht as well as special premiums for every 3,500-baht purchase.
Its gift baskets range from 1,500 to 20,000 baht.
"The economic downturn has affected consumer sentiment on spending money for ordinary products, but not for grocery items and particularly during the festive season. Customers were cautious about spending for a long time. Now it is time to shop again," Mr Pira said.
The company expects sales of its gift baskets in December to grow 10% to 100 million baht.
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