Mall Group budget focuses on media
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The Mall Group, Thailand’s second largest retail group, will spend more than THB2 billion (USD61.3 million) to stimulate consumer spending and boost sales to reach THB53 billion (USD1.63b) this year.
Executive vice-president Chamnarn Maytaprechakul said that even though the economic and political outlooks had improved since last year, people remained cautious about spending.
The group will therefore put more focus on its media spending this year, relocating some advertising and promotional budgets to direct media that have an immediate impact on customer spending, and slashing the budget for mass media.
Questions & Answers
Q.What is The Mall Group's primary objective for this year?
What is The Mall Group's primary objective for this year?
The Mall Group aims to stimulate consumer spending and boost sales to reach THB53 billion this year. This is part of their effort to address cautious consumer behaviour despite an improved economic outlook.
Q.How will The Mall Group adjust its advertising strategy this year?
How will The Mall Group adjust its advertising strategy this year?
The Mall Group will shift its advertising and promotional budgets towards direct media channels that have an immediate impact on customer spending. Conversely, they plan to significantly reduce their budget allocated to mass media.
Q.Why is The Mall Group focusing on stimulating consumer spending?
Why is The Mall Group focusing on stimulating consumer spending?
Even though economic and political conditions have improved since last year, people are still cautious about spending money. The group therefore needs to actively encourage consumers to open their wallets.
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