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RETAILING
PITSINEE JITPLEECHEEP
The Mall Group is exploring sales opportunities by hiring the Olympic hero Somluck Kamsing as its presenter for a new campaign to lure customers to spend on sporting goods during the 2008 Olympics, which will take place in China next month. Saritpong Rattanapot, senior chief merchandising officer of SportsMall, a unit of The Mall Group, said it would spend 30 million baht, almost half of the total marketing budget for the sports business unit, on its Olympic 2008 campaign from July 30 to Aug 27.
Somluck Kamsing, the first Thai boxer to win a gold medal, will be the presenter for various marketing events during the Olympic season.
''The sports hero inspires many people and we can see people with a wider range of ages paying attention to sports. This results in an increase of sales for sporting fashion and equipment,'' Mr Saritpong said.
Adopting this trend, The Mall Group has arranged up to eight marketing events from the Euro 2008 tournament to the 2008 Olympics.
After the Olympics, the group will develop its own sports contest, focusing on badminton to lure the family's attention.
''There are many worldwide sporting events taking place this year. But the demand for sporting goods did not grow along with the events because of negative factors like the oil price hike and inflation and the country's political situation,'' he said.
The projected total market value of sporting goods is 30 billion baht with 7% growth this year.
Sales at SportsMall grew by 10% in the first half of this year, 5% below its earlier projection.
With the aggressive Olympics marketing plan to be launched in the second half of this year, sales for the whole year are expected to grow by 15% to 2.1 billion baht.
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