Tops invests 300 million baht to reposition stores and launch a new price campaign


Central Food Retail launches a new strategy to cope with the change of consumer’s behavior. The new campaign of Tops super ‘Toog Took Wan’ will attract consumers with Everyday Low Price strategy and gear toward its new slogan ‘Fresh, Value, Liked’; positioning Tops super as a supermarket for smart shoppers with quality product varieties at low price everyday.

Mr. Alistair Taylor, President of Central Food Retail Company Limited operator of supermarket chain; Tops super, Tops market, Tops daily and Central Food Hall said “We see that consumer’s behavior has changed by several economic factors. Consumers are now more price-conscious without compromising products quality. Tops super is a supermarket that has associated with Thais for a long time. Therefore, we invest 300 million baht to launch a campaign, ‘Tops super Toog Took Wan’ or ‘Everyday Low Price’ to help lower the cost of living. The investment will be allocated into the repositioning all 52 Tops super stores nationwide. This will bring Tops super up-to-date supermarket and become your local store with a complete range of fresh, quality products at low price everyday.”

“Tops super Toog Took Wan’ campaign is more attractive compared to other retailers as we select only 5,000 items consumer goods and products everyday needs that are priced the same or cheaper than other retailers. Customers will be able to shop more commodity items and low price quality products everyday at Tops super 52 stores nationwide starting today until the end of May” Mr. Alistair Taylor concluded.

‘Tops super ‘Toog Took Wan’ is a competitive pricing strategy that offers quality products to customers. The strategy is selecting product brand numbers 1,2,3 from each category that are the most-wanted by customers, totaling 5,000 items. With the price adjusted, these products have the same price or cheaper price than other retailers.

Ms. Phattaraporn Phenpraphat, Vice President – Marketing & Public Relations of Central Food Retail Company Limited, said “We offer customers greater deals when shop at Tops super as we offer quality products at low prices everyday. Additionally, we have price promotion program such as RED HOT, Buy1Get1Free, TOPS SALE, which will apply for 1,200-1,500 items every two weeks promotion. Plus we offer value for money through SPOT Money Back that customers can earn points and redeem cash voucher, altogether with our SPOT Rewards direct mail that targeted offers based on customer’s spending.

Moreover, we prepare on top 5% discount when shopping with AEON Credit Card between 14th March to 31st May 2012, or get cash credit back 3% and 2% when shopping with Central Credit Card throughout 2012. Privileges from SPOT Reward Card, give extra benefits. From 14-27 March 2012, get X2 SPOT point when shopping 1,500–3,499 baht or get X3 SPOT point when shopping more than 3,500 baht. Earn SPOT Money Back points to redeem 20 baht cash voucher when 200 SPOT points are collected.

“Launching ‘Tops super ‘Toog Took Wan’ campaign together with various ongoing promotions make us believe that our customers will be getting more benefits compared to the past.” Ms. Phattaraporn added.