Pet lovers, a rising demographic in Thailand
By Jon Fernquest
A
reality
TV programme
for dog lovers will soon hit the airwaves
on Thai TV.Today's article starts after the vocabulary.
Photo on the right of the owners of the ad agency that is planning the new show together with their pet dogs.
demographic - a
group of people with special characteristics and needs that a company
wants to sell its product to (See Wikipedia)
reality television - a kind of television programming eith unprofessional actors and their their attempts to solve a problem or achieve goals from real life (See Wikipedia)
reality TV programme - a reality television show shown every week on TV for a period of time
airwaves - the radio and TV frequencies in the air that carry radio and television signals and shows from radio and TV stations to homes
ad agency - advertising agency, a company whose business is making advertisements for other companies (See Wikipedia)
reality television - a kind of television programming eith unprofessional actors and their their attempts to solve a problem or achieve goals from real life (See Wikipedia)
reality TV programme - a reality television show shown every week on TV for a period of time
airwaves - the radio and TV frequencies in the air that carry radio and television signals and shows from radio and TV stations to homes
ad agency - advertising agency, a company whose business is making advertisements for other companies (See Wikipedia)
Telecommunications
PET INDUSTRY
Ad agency plans new animal campaigns
14/07/2010Prapasri Vasuhirun
Index Creative Village, a local ad agency and event organiser, has expanded into the pet business with an online presence and a reality TV programme for dog lovers.
Mr Kreingkarn (left) and Mr Kreingkrai, the twin co-CEOs of Index Creative Village, pose with the essence of their latest products.
campaigns
- a long series of events staged to achieve a goal or to promote
something (for example, an "anti-smoking campaign")
advertising campaign - a planned series of advertisements to let the public (potential customers) about a new product
local - in or related to the area that you live, or to the particular area that you are talking about ท้องถิ่น
online - connected to the internet
presence - when someone or something is in a place การอยู่ในสถานที่หนึ่ง (ของบุคคล)
online presence - for an organization or person to be on the internet with a website (or Twitter, Facebook, etc...)
reality - actually happening ความเป็นจริง
pose - before taking a photo smiling and putting your body in the right position
essence - the most important part of something, usually the part that gives it its general character แก่น
advertising campaign - a planned series of advertisements to let the public (potential customers) about a new product
local - in or related to the area that you live, or to the particular area that you are talking about ท้องถิ่น
online - connected to the internet
presence - when someone or something is in a place การอยู่ในสถานที่หนึ่ง (ของบุคคล)
online presence - for an organization or person to be on the internet with a website (or Twitter, Facebook, etc...)
reality - actually happening ความเป็นจริง
pose - before taking a photo smiling and putting your body in the right position
essence - the most important part of something, usually the part that gives it its general character แก่น
The company expects the new business will help drive its overall revenues to meet its target of 1.8 billion baht by the year-end, said co-CEO Kreingkrai Kanjanapokin.
''There are lots of potential in the pet business, as dog or cat lovers are eager to spend more to pamper their pets,'' he said.
''It's a niche market but its growth is high.''
Thailand has Asia-Pacific's third fastest-growing pet market, after India and China, he said.
drive
- cause change in
revenues - the money that a company gets from selling its product รายรับ
drive revenues - be the force or factor that allows the company to earn money
target - goal, the amount you are planning to achieve เป้าหมาย
potential - the possibility of success ที่มีศักยภาพ ที่เป็นไปได้
eager - want to do very much, very enthusiastic กระตือรือร้น
pamper - to treat a person or an animal in a special way by making them as comfortable as possible and giving them whatever they want ประคบประหงม, เอาอกเอาใจ
niche - a small specialized area
niche market - a small market whose customers have very special and exact needs
revenues - the money that a company gets from selling its product รายรับ
drive revenues - be the force or factor that allows the company to earn money
target - goal, the amount you are planning to achieve เป้าหมาย
potential - the possibility of success ที่มีศักยภาพ ที่เป็นไปได้
eager - want to do very much, very enthusiastic กระตือรือร้น
pamper - to treat a person or an animal in a special way by making them as comfortable as possible and giving them whatever they want ประคบประหงม, เอาอกเอาใจ
niche - a small specialized area
niche market - a small market whose customers have very special and exact needs
''Nowadays people care more about their pets, especially dogs. They tend to spend more money on pet products such as food, medical care and services,''said Mr Kreingkrai.
The company's research found pet food accounts for 47% of the total spending on pets, with medical and other services, such as grooming and pet spas, accounting for 53%. Thailand's pet in dustry, excluding the sale of animals, is worth 10.5 billion baht a year.
The ad company recently launched its website, www.mydoggang.com, which focuses on relationships between dogs and their masters. It expects 50,000 members will join the site within the next 12 months.
In the last quarter of the year, Index Creative Village plans to introduce ''The Dog Master'' reality T# show. It is now in negotiations with one free-to-air TV channel about broadcast times.
tend
- to be likely to behave in a particular way or have a particular
characteristic มักจะ
X accounts for Y% of Z -
grooming - cutting and taking care of the hair of dogs
spas - a resort or beauty salon for relaxing personal care treatments
quarter - one of four three month periods in one calendar year used as an accounting period for making spending budgets and financial performance reports in an organization
launched - started เริ่มต้นดำเนินการ
site - website
quarter - one or more people who provide help, information or a particular reaction to something but who are not usually named
negotiations - discussions and give and take in order to reach an agreement in which people or groups try to reach an agreement การเจรจาต่อรอง (See Wikipedia)
free-to-air TV channel - traditional TV broadcasts that are sent unencrypted and may be received via any suitable receiver (See Wikipedia)
broadcast - to send out a programme on television or radio กระจายเสียง,กระจายข่าว
X accounts for Y% of Z -
grooming - cutting and taking care of the hair of dogs
spas - a resort or beauty salon for relaxing personal care treatments
quarter - one of four three month periods in one calendar year used as an accounting period for making spending budgets and financial performance reports in an organization
launched - started เริ่มต้นดำเนินการ
site - website
quarter - one or more people who provide help, information or a particular reaction to something but who are not usually named
negotiations - discussions and give and take in order to reach an agreement in which people or groups try to reach an agreement การเจรจาต่อรอง (See Wikipedia)
free-to-air TV channel - traditional TV broadcasts that are sent unencrypted and may be received via any suitable receiver (See Wikipedia)
broadcast - to send out a programme on television or radio กระจายเสียง,กระจายข่าว
''We also have a plan for an on-ground campaign which will probably start next year to endorse the website and TV show to be known more among consumers,'' said Mr Kreingkrai.
The project will require an investment of 4-5 million baht.
The firm said it is confident of achieving its revenue target of 1.8 billion baht this year. First-half revenue increased by 32% year-on-year to 996 million baht
campaign
- a planned group of especially political, business or
military activities which are intended to achieve a particular aim
การรณรงค์
on-ground campaign - a campaign that is not just on the internet or broadcast on TV and radio, but rather "on the ground" probably at events or public places such as malls
endorse - to support
consumers - people who buy things and services (individuals and families)
investment - taking your money and putting it into projects to make a profit or earn interest (buying stock shares, bonds, real estate)
firm - a business or company บริษัม
confident - being certain of your abilities or of having trust in people, plans, or the future มั่นใจ
revenue - income from taxes or business activities รายได้
on-ground campaign - a campaign that is not just on the internet or broadcast on TV and radio, but rather "on the ground" probably at events or public places such as malls
endorse - to support
consumers - people who buy things and services (individuals and families)
investment - taking your money and putting it into projects to make a profit or earn interest (buying stock shares, bonds, real estate)
firm - a business or company บริษัม
confident - being certain of your abilities or of having trust in people, plans, or the future มั่นใจ
revenue - income from taxes or business activities รายได้
Contributing to the first-half revenue was 657 million baht from its event-organising business, 148 million from equipment supply, 83 million from communications and 78 million from production.
Mr Kreingkrai said advertising was the firm's fastest-growing sector this year, while event organising should pick up in the second half if the local political and economic situations improve.
However, the event-organising business will contract by 5% to 10% this year due to political unrest from February to May. The company hopes the new pet project will boost revenue for its TV and multimedia business during the rest of the year.
event-organising business -
a company that skillfully organises large events as a
business or profession
sector - a part of the economy (public sector = government, private sector = all businesses, household sector = families and consumers, banking sector,...) (See Wikipedia) ภาคเศรษฐกิจของประเทศ
pick up - go faster, improved business and more sales
improve - to get better ดีขึ้น
contract - shrink, grow smaller หดตัว
pet project - a special much-loved project that a lot of attention and time is spent on
boost - to increase; to strengthen เพิ่ม; ทำให้มีกำลังมากขึ้น
multimedia - computer programs that combine media: sound, video, pictures, animation, and text
sector - a part of the economy (public sector = government, private sector = all businesses, household sector = families and consumers, banking sector,...) (See Wikipedia) ภาคเศรษฐกิจของประเทศ
pick up - go faster, improved business and more sales
improve - to get better ดีขึ้น
contract - shrink, grow smaller หดตัว
pet project - a special much-loved project that a lot of attention and time is spent on
boost - to increase; to strengthen เพิ่ม; ทำให้มีกำลังมากขึ้น
multimedia - computer programs that combine media: sound, video, pictures, animation, and text
(Source: Bangkok Post, Telecommunications, PET INDUSTRY, Ad agency plans new animal campaigns, 14/07/2010, Prapasri Vasuhirun, link)
