Big C Supercentre Plc will spend Bt30 million on a "Shop and Kick" campaign, hoping to channel World Cup fever into a 15-per-cent jump in sales during the second half of this month.

Thailand is one of 10 countries Big C's parent, Casino, selected for the marketing campaign, which uses the Brazilian football superstar Ronaldinho as its presenter.

Big C vice president Jariya Chitrathivat said the campaign had been adapted for Thai consumers to reinforce the chain's concept of fun and inexpensive shopping.

In the Shop and Kick campaign customers have the opportunity to win more than Bt10 million in prizes. For every Bt500 a customer spends at any of Big C's 45 branches, he or she is given two penalty kicks at football goals set up inside each store.

Jariya said Big C was revving up its promotions for audio-visual products as sales of televisions were likely to rise during the World Cup.

Big C is discounting prices on a wide range of television sets and audio equipment o reach its sales-growth target of 30 per cent in this category, she said.

Big C will advertise the campaign through print ads, in-store radio and ads at points of sale. All branches will be decorated to convey a World Cup atmosphere.

In collaboration with the Thai Health Promotion Foundation, Big C will also organise the first Big C Kids Football Tournament. Children from nine to 12 years of age will be given the chance to compete for a trophy from Her Royal Highness Princess Soamsawali and scholarships worth more than Bt1.2 million. Applications for the tournament are open until May 25.

Jariya said Big C planned to end the campaign before the of World Cup matches began as consumers were likely to stay home to watch the games rather than go shopping.

The average customer is still spending Bt500 per visit despite the rising cost of oil, she said.

 Although surging fuel costs are the most worrisome economic trend facing Big C, Jariya said the company was not expecting to see sales tumble as its mainstay products are consumer items.

The chain has no plans to raise prices but will seek to cut costs by more efficient management of logistics, she said.

Big C plans to open four new outlets: two standard-sized stores, at a cost of Bt600 million each, and two small outlets that will cost Bt300 million each.

Big C's sales rose 12 per cent in the first quarter, the same rate at which they expanded in the first quarter of last year. Net profit rose 20 per cent year on year.

Nitida Asawanipont

The Nation