Tops uses emotional marketing to attract New Year campaign
Tops and Central Food Hall wages New Year’s gift basket war using emotional marketing strategy to create “Trust/Love/Respect” concept of 80 different baskets designs based on customer insight to share the season’s blessings during this New Year. The campaign encourage shopping mood with real saving of 31%. while the campaign will share the happiness to soldiers in three southern border provinces.
Ms. Phattaraporn Phenpraphat, Vice President – Marketing and Public Relations of Central Food Retail Co., Ltd., the operator Central Food Hall, Tops Market, Tops Super and Tops Daily revealed that “This year, we apply emotional marketing in our New Year’s Gift Basket campaign by creating concept of “Trust/Love/Respect” so as to reciprocate trust, love and respect, which means endlessly passing on happiness between giver and recipient.”
The design concept of gift basket 2013 is Share the Season’s Blessing based on 3 meanings: TRUST represents trust is enduring and showing that this lifelong bond has been forged. LOVE expressing this wonderful emotion in a unique heartfelt way. RESPECT means you are giving a token of this admirations that will stay with the recipient.
The promotion campaign for New Year Gift Basket, Tops and Central Food Hall will give maximum discount up to 31%, the best and real saving discount in the market, and offer more with choices of benefit from 7 banking and financial institutes and to help reduce customers’ burden, the campaign offer 0% payment plan with 3 months installment with 4 banks.
“To Share the Season’s Blessing, we have joined with Internal Security Operations Command, Royal Thai Army to contribute every purchase of New Year gift basket to buy bullet proof vests for soldiers in 3 southern border provinces. The fundraising can be made with barcode for donation at 10 baht each as well as donation box at all 104 stores nationwide.”
This year decorating material is special with hand-woven silk bow in colorful, neat and modern pattern by Ban Hua Fai Women’s Agriculture Community, Chonnabot Amphoe, Khon Kaen Province, supported by Central Group, another social project to generate income for a community for community economic development. As well as the campaign working under environmental-friendly with REUSABLE idea, where all baskets can be reused as a table in living room, stool, wardrobe trunk, gardening cart.
Mr. Nick Reitmeier, Vice President – Buying Produce, International Food & Wine and Own Brand of Central Food Retail Co., Ltd., added that gift basket under those 3 concepts can be applied into more than 80 designs with a selections of the best & premium foods around the world as well as from quality domestic for every basket.
“Besides the New Year Gift Basket, we has prepared more than 800 items of festive items, more than 200 of which is firstly debuted in Thailand such as Black Forest Ham from Spain, mini bell shaped bologna, fresh seafood set; lobster, Alaskan king crab, Fin de Claire oyster, variety of cheese, goose fat, melting chocolate, rose-flavored chocolate, My cup of Tea set or health and beauty gift set, Christmas ornaments and party decorations.