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Shoe brand Nanyang sees red

Nov 18. 2019
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By The Nation

A shoe has pipped food, alcoholic drinks, retail items and more to the post by walking off with the “Marketing of The Year” prize at the 11th MAT Awards 2019. The shoe is the limited-edition Nanyang “Red”, which was designed to reach more customers after the firm produced footwear in only black, white and brown. 

Jakrapon Chantawimon, general manager of Nanyang Marketing, said the company had been working hard to expand its original business of making shoes for male students and now offered footwear for girls and sports though branding still focuses on function more than fashion at a reasonable price.

The “Nanyang RED limited edition 2019” arose from Jakrapon’s passion for Liverpool FC and he announced on his Facebook page that Nanyang would launch new products in red if the club topped the Premier League. The team didn’t but they did win the UEFA Champions League, so he went ahead with the project. And the shoes did even better than expected, selling 12,598 pairs. 

The general manager added that one of the key factors of the product’s success was the marketing campaign which used free media like Facebook. Therefore, the company didn’t have to spend lots of money on advertising.

“Marketing people can no longer complain that they don’t have enough budget for promotion. We have shown them that an old brand like Nanyang was able to create a successful promotion strategy without resorting to the traditional advertising method,” he said.

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