Durian World
all-about-durian store for fast furious Chinese tourist customers
Type of Work : New Business
Responsibility : Brand strategy and communication
Date : June - September 2017
Company : Treasure Retail.co.,ltd
Location : Siam Gems Heritage, Bangkok, Thailand
(multibrand souvenir store opened only for tour group)
Siam Gems Heritage is one of the biggest stores selling souvenirs to the Chinese tour group. After selling fruit to the Chinese over a few decades, the board of directors decided to rebrand the store following the new trend of tourism. On behalf of marketing team consisting of 2 members including me, we had raised the new project based on sales record. Durian occupied the highest profit due to both volumes of sales and margin per unit, thus this product category could be separated to new project of concept store.
Process
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Chinese customers gave good feedback at first. However, there have been a lot of uncontrolled factors, the main issue is the fact that they make decisions following tour guides’ recommendations, which depend on commission fees they could gain from the store. This project is never-ending work since we always have to adapt to marketing campaigns regarding trends and social situations.
