Prima Gold undertakes rebranding in sales push with Bella-Ranee Campen as presenter
Prima Gold International Co., Ltd., a brand of gold jewellery offering 99.9-per cent gold purity, premium diamond jewellery and high-quality gold handicrafts, has undertaken a major rebranding with an aggressive marketing strategy.
The company has poached high-profile executive Chanvit Khieonavavongsa to become its managing director and aims to be Thailand’s No. 1 fine jewellery store. It also snapped up Bella-Ranee Campen to be its first presenter to build brand awareness, hoping to expand the customer base with a sales target growth of 20 per cent in the second half.
Chanat Sorakraikitikul, director of Prima Gold International, said Prima is a worldwide leader in 99.9-per cent pure gold jewellery, diamond jewellery and gold handicrafts and comes with a long history.
“With high quality as well as a designer team and masterful gold craftsmanship, the brand has been trusted and accepted throughout the past 27 years. At present, the company has more than 70 stores nationwide. But with a rapid change in trend and new innovations, together with more variety of consumer needs, the company has poached a new executive to join and made a major rebranding with a marketing budget of over Bt50 million to revamp the brand, build brand awareness and create a bond between the brand and various target group,” Chanat said.
“The company also launches Bella-Ranee Campen, the first brand ambassador of Prima, to represent an image of a new age woman who creates value with capability, confidence and success in accordance with Prima’s essence, Precious Moment.”
Chanvit Khieonavavongsa, managing director of Prima Gold International, said that fine jewellery in Thailand currently has market value of more than Bt72.3 billion. The gold and diamond jewellery segment is valued at around Bt5.2 billion, of which Prima represents a market share of about 15-20 per cent.
Prima is a subsidiary of Pranda Jewelry Public Company Limited, the world’s leading designer and manufacturer of fine jewellery.
Prima Gold’s marketing plan will focus on building the brand under “Prima, to be a trustworthy leading jewellery brand and enhancing customer services with points of sale in a wide coverage, together with after-sale services in response to consumer needs”.
The company will also aim to expand customer base to cover new generations with brand communications and products that meet the lifestyle of new generations.
The highlighted jewellery sets this year comprise four collections of 99.9-per cent pure gold jewellery: Mono Chic, Siam Panarai, Vandeae and Queen Cattleya; three collections of diamond jewellery - Twist, The Love Facets and Elite; and three collections of 99-per cent pure gold handicrafts gifts and decorative artworks - Luxe Collection, Noble Collection and Deluxe Collection.
