Managing Director Kazunori Somaya says the company is keen to copy U.S. retailing giant Circuit City's example in "relationship marketing," which aims at creating loyal repeat customers.
Sony Thai -- which uses Dentsu, Young & Rubicam and Spa Advertising in Thailand - will not spend large amounts of money on advertising, says Somaya, but will rely on competitors' ads to stimulate the whole market. In 1994, the company spent $3m on advertising. It claims sales increased from $244m in 1994 to $360m in 1995.
The company will however spend $4m on staging "Sony Avenue," a four-day event next month at Bangkok's national convention center that will bring together company executives, dealers and an expected 70,000 to 100,000 customers.
Copyright July 1996 Crain Communications Inc.