Marketing Plan of Jungceylon, Patong, Phuket

Prawit Chanyasitthikul, the President of the Executive Board at Jungceylon Department Store, said that there was a 15% increase in tourists coming to shop at Jungceylon compared to the same time last year. About 70% of them were foreign tourists from Europe, Scandinavia, China, Japan, Korea, Indonesia and Australia, while 30% of them were locals and expats.

This year Jungceylon will focus on its 4 new marketing strategies including 1. being a business partner with private and government sectors, especially airlines, tourism business, credit cards & loyalty card companies from other countries; 2. brand service creating; 3. increasing communication channels through social networks like Facebook, Twitter, and Youtube; and 4. promoting itself through in-flight magazines both in domestic and international flights.

In 2010, Jungceylon will spend around 42 million baht on marketing budget, 50% on organizing 100 events and the rest will be spent for sales promotion and marketing-communications. In addition, the department store is also joining the project called “Phuket free from plastic bags” to encourage people to use less plastic bags and containers while using fabric bags instead.

Prawit concluded that in 2010, there will be new shops opened at the department store including Quiksilver & Roxy flagship store, B-Quick, The Coffee Club, Topcharoen Eye Center, Food Adventure, Shell World Museum, DC Shop, My Storage, and Seoul Bar BQ. He believed that the growing tourism business of Phuket will attract more people coming to shop at Jungceylon.


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