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RETAILING
PITSINEE JITPLEECHEEP
Central Watson Co, the health and beauty retail chain, has launched its biggest promotional campaign in 12-years to revamp its image in Thailand. Toby Anderson, the company's general manager, said the company had launched the 100-million-baht campaign ''What's In Your Watsons.''
The budget would be used for TV commercials, new staff uniforms, product displays and new in-store equipment.
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| Nuanphan Jayanama (left), marketing director of Central Watson Co, and Toby Anderson, general manager, show off the new look of Watsons in Silom location. |
''The new campaign was launched in Thailand as the first country in Asia because Thailand is very full of multi-cultural people and trendy customers. It is an ideal market,'' said Margaret Siew, regional marketing director for health & beauty of A.S. Watson Group.
Additionally, Nuanphan Jayanama, marketing director of Central Watson Co, said that Thailand was one of the fastest growing countries for Watsons in this region
The campaign, which would run in 10 Asian markets, would play a pivotal role in promoting the brand in the region. It will focus on its four strengthening categories: hair care, cosmetics, health and wellness and skin care, which make up 75% of its sales in Thailand.
A.S. Watson Group spent US$1 million to conduct consumer research.
''Watsons has become a favourite store for customers because we cater to everybody. Most customers do not plan to buy when they visit our stores. But, we found that they always buy something when they leave,'' Ms Siew said.
It plans to open 12 outlets this year _ three of them have already opened.
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