DAMMAM: Centrepoint, one of Saudi Arabia's largest retail chains, has launched an aggressive marketing campaign to popularize its new brand identity. The chain, which was known as City Plaza in the past, is said to attract eight million customers every year.
"We are no longer known as City Plaza. In Centrepoint, we have a new name which is quite appealing and in tune with times," said Suresh Srinivas, the chain's national marketing manager. "We carried out extensive research before going in for the key change."
Srinivas dismissed rumors that the name change had something to do with a change in management.
"No such thing has happened. Dubai-based Neelesh Bhatnagar is the company's chief executive officer. It is the same management -- same people. Prices have not changed. What has changed, however, was not just the name. We actually have a new ambience, new fittings, new flooring and completely different décor. It is a whole new shopping experience," Srinivas said.
He said there was an added incentive for people to visit Centrepoint stores across the Kingdom.
"'Centrepoint Millionaire' campaign is currently under way, and whoever visits the store is eligible for entry into the contest. You don't have to buy anything to take part in this millionaire contest," he said. "Just visit us and become a millionaire."
Although City Plaza has operated in Saudi Arabia for 15 years it was known by different names in other Gulf countries. "In Dubai, for instance, the stores went by their individual names. Babyshop, Splash, Lifestyle and Shoe Mart. They all had different names. Only when they came under one roof were they known as Centrepoint. In Kuwait, we went by City Plaza. This was creating quite a hassle for us. So for the sake of uniform pan-Arab marketing it was decided to have one brand identity for the entire region. That is how Centrepoint came into existence," Srinivas said. He was speaking at Centrepoint's and Home Centre's launch at the beautiful Al-Raka Mall in Alkhobar. It has already become a landmark in the upscale shopping and residential district. Comprised exclusively of the two outlets, Al-Raka Mall has 56,000 sq. ft. dedicated to Centrepoint and its concepts (Babyshop, Splash, Shoe Mart and Lifestyle) and 84,000 sq. ft. on two floors to Home Centre.
According to T.S. Vedapuri, the chain's chief operating officer in the Eastern Province, the outlook for the region is bright. "This is our 11th Centrepoint in the Eastern Region. There are three Centrepoints in Dammam, three in Alkhobar, two in Hofuf, one in Qateef and one in Ras Tanura," he said. "We are expanding in a big way. One reason for such massive growth is our faith in the Saudi economy. The statement from top government officials only confirms our assessment," Vedapuri said.
He noted the global recession hasn't affected business but it has had quite an effect on people's sentiments and perceptions. "People thought the US market is going under; the banking industry is in doldrums in Europe; all economic indicators are down in Singapore, and the Dubai real-estate market has crashed ... So they basically tried to hold back on their spending. They adopted the wait-and-watch policy.
We saw this in our business, as well. But now things are looking up and it is business as usual and may be even better."
Highlighting his chain's distinct advantage, Vedapuri said: "We offer a product at a value. We offer quality to the customer. Everything under one roof," Vedapuri said.
He said people in Kingdom have become extremely quality conscious.
"They look for brands that are popular and durable. They are quite aware of the fashion trends, and they look for those same brands here.
We do have to keep in mind the cultural aspects. To give you just one example, in our Dubai stores, half-sleeves are very popular. That is not the case here."
Centrepoint now has 53 stores across Saudi Arabia, UAE, Kuwait, Oman, Qatar, Bahrain and Jordan. It will shortly expand into the Egyptian market. The chain has plans to have more than 100 stores in operation by 2011.
By Siraj Wahab
© Arab News 2009
