Brands rushing to score goals
Retailers catch the Euro 2012 wave
published : 6 Jun 2012 at 00:00
newspaper section: Business
writer: Pitsinee Jitpleecheep
There will clearly be no better catchphrase than "Euro 2012" to grab consumers' attention this month as companies try to boost their sales and brand image by identifying themselves with this major football event.
Makers of soft drinks, beer, fast food, retail merchandise, motorcycles, skincare products and snacks, both sponsors and non-sponsors alike, are expected to exploit the 24-day tournament that kicks off this Friday.
Brands associated with the 2012 Uefa European Football Championship include Samsung, Honda, Chang, Singha, The Mall, Panasonic, PowerBuy, Big C, KFC, McDonald's, Vaseline, Tao Kae Noi and Pumpui.
The University of the Thai Chamber of Commerce last week predicted 64.9 billion baht will flow during this major football event, up by 67.5% from Euro 2008.
This year's forecast includes 41.7 billion baht spent on gambling, 2.25 billion baht on electrical appliances and 19.7 billion on other consumer products.
Euro 12 is expected to give a boost to the sportswear market as well, with many customers buying the jerseys of their favourite teams.
Sports shoes and footballs should see higher sales as well.
For the first time, Unilever Thai Trading Ltd's Vaseline Men line has been selected as a major sponsor for the Thai broadcast of the tournament.
The company has launched an online campaign to encourage Thai men to take good care of their faces while watching football.
A Unilever spokesman said research shows most male football fans spend 21 hours a week on the internet and staying up late to cheer on their favourite football teams at the cost of taking good care of their faces.
Chamnarn Maytaprechakul, The Mall Group's senior chief marketing officer, said a 20-million-baht Shop for Goal campaign carrying a Euro 2012 theme is now being held at all branches of The Mall as well as The Emporium and Paragon department stores through Sunday.
For every 1,000 baht purchased, customers will receive a chance to win a Samsung Smart TV and GMM Z set-top box.
The company expects the campaign to generate 1.5 billion baht in sales.
Cherngchai Poovaviranon, The Mall Group's general manager for merchandise, said the company's Sports Mall unit has launched a 10-million-baht Sports Mall Euro 2012 campaign that runs until July 1, he last day of the tournament.