The repositioning, which kicked off with a television campaign, aims to help the Cash group subsidiary counter a deep retail slump and broaden its customer base beyond price-conscious buyers. The Bates-developed TV campaign is supported by print and a series of promotions. Bates ' director of client service, Yvonne Tang, said Pricerite was moving away from the market norm of retailers using low prices to communicate with customers.
"In recent years, the developments in the other aspects of the brand, such as our customer service and merchandising evolved quicker than our advertising effort, said Daryl Lai, executive director of Pricerite Group.
Pricerite will launch its China operations this month.
Bates, which also has its mainland brief, will use outdoor to drive awareness and keep the positioning in line with Hong Kong's.
