BANPU'S CHANIN TO TURN FOCUS ON FAMILY BUSINESSES
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Banpu's chief executive Chanin Vongkusolkit told Biz Buzz that after handing over the reins to chief financial officer Somruedee Chaimongkol, he will spend more time assisting his family in overseeing their business empire and preparing their next-genera
The family’s businesses include Mitr Phol Sugar Group, which runs sugar mills and biofuel plants in Thailand and China, and the Erawan Group that owns commercial property and hotels. Unlike other family businesses, Banpu has been kept professionally managed throughout its three decades of history, except for the CEO’s post.
This is being reaffirmed by the succession of Somruedee, a professional executive who has been with the firm since its initial days.
However, Chanin said he recently asked Banpu’s board of directors to have his son who had just graduated with a master’s degree in leadership from United Kingdom work for the company.
“But the objective is to groom him for the family’s business, not for Banpu,” he said.
Chanin also told Biz Buzz he had no intention of unloading his Banpu shares. Instead, his family, which has been raising its stake in the firm by some 4 per cent over the last few years, is eyeing more Banpu shares.
CHANNEL 8 REACHES OUT TO EVERYONE, EVERYWHERE
A good slogan always helps.
Either a brand or a company can be easily recognised by a targeted audience despite being situated amid a chaos of advertising.
And the most important thing is that the company has to learn how to place the right message at the right place and time. RS Channel 8, for instance, launched a campaign under the “Everyone watches Channel 8” (Krai Krai Koh Doo Chong Paed) slogan.
Endorsed by the executive committee, the slogan is being publicised through various media to promote the digital TV station. Undoubtedly, the message is almost everywhere, aiming to reach everyone.
At home, viewers can see this TV commercial while watching Channel 8.
On their way, commuters across the country also see the same message on billboards, digital signs and transit media.
Event in interviews, members of the media also get a chance to learn about this slogan. “Does it help Channel 8 to gain more viewers?” we asked.
Chief operating officer Pornpan Techarungchaikul gave us a beautiful smile and said that in fact, the campaign was just to remind people about Channel 8.
The most important thing was that Channel 8 was actually set for everyone so TV programmes had to be designed and produced for them. “We believe that our TV shows meet audience demand. So Channel 8 now is No 4 in the market. Everyone surely watches Channel 8,” she reminded us.
Pichaya Changsorn and Watchiranont Thongtep contributed to this week’s column.
