Mall Group budget focuses on media

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.