STRATEGIES OF BRAND BUILDING AND COMMUNICATION FOR CONVENIENCE STORE BUSINESS: A CASE STUDY OF CP ALL PUBLIC COMPANY

Main Article Content

Karn Chaonirattisai

Abstract

This research aims to study the following: (1) strategies for brand building and communication for convenience store business: a case study of CP All Public Company; and 2) factors mobilizing the brand of convenience store: a case study of CP All Public Company. This case study employs a qualitative approach. The research activities include a focus group discussion involving low level executives and employees with over 20 years in the business, as well as in-depth interviews of 49 high level executives/middle level executives/business partners. The study results are as follows:


CP ALL company has adopted Alina Wheeler’s concepts of strategies for brand building and communication (2009) as follows: (1) the brand vision: “We provide convenient services to all community” which is in accordance with the business vision: “Through work teams of happy employees, we desire to see smiles from customers”; (2) CP ALL has defined the essence of the brand through 3 benefits: country, society, and community; (3) CP ALL has positioned “Plentiful Convenience” in its convenience stores, focusing on providing customers’ experience through friendly services; (4) CP ALL has defined brand value, function value, product development, and services that respond to emotional value, convenience, overall services, as well as its identity as the community light; (5) CP ALL is committed to and has recognized the importance of social responsibility and involvement of all stakeholders on the basis of sincerity; 6) approximate age of 7-Eleven brand personality is between 20 – 35 years, with physical characteristics of easy accessibility, good human relationship, enthusiasm and good attitude towards working.


Brand mobilizing factors cover the following aspects: (1) concerning corporate and brand communication, the “Plentiful Convenience” brand focuses on services, with customer-centeredness and good governance; (2) concerning corporate social responsibility, social activities are organized through decentralization down to 7-Eleven stores and product distribution centers; (3) concerning employees and team building, the company adopts the culture of harmony, recognizing the value of working, unity and leadership; and (4) concerning leadership, the highest leader is the center of the company’s heart and soul and an inspiring model for employees.

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How to Cite
Chaonirattisai, K. (2021). STRATEGIES OF BRAND BUILDING AND COMMUNICATION FOR CONVENIENCE STORE BUSINESS: A CASE STUDY OF CP ALL PUBLIC COMPANY. anyapiwat ournal, 13(2), 162-176. etrieved from https://so05.tci-thaijo.org/index.php/pimjournal/article/view/249287
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Research Article

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