Pico sets stage for growth

Pico (Thailand), an event-marketing company, is making a strategic move with the launch of Quality Value Knowledge, a plan that focuses on three key areas of improvement - quality, value and knowledge - within its organisation.

Next year, the company will also further strengthen its four key stakeholders - investors, customers, employees and community - as well as focus on two key business principles - face-to-face marketing and knowledge development - to raise its market competitiveness.

CEO Silchai Kiatpapan said the new strategy was designed to challenge foreign event-marketing companies that have flocked to capture Asia-Pacific markets amid the economic downturn in the US and Europe.

Despite the greater competition, Silchai said Pico remained confident its strategic Quality Value Knowledge plan would be the key to success in completely meeting customer needs, with a combination of global experience, new technology and innovation, all of which could be further developed to cater for its customers better.

"Pico is focusing on its two business principles: face-to-face marketing and knowledge development. Face-to-face marketing is the creation of activities that allow customers to gain direct contact with their target groups, in which the feedback can be measured instantly," he said.

Knowledge development provides knowledge via learning activities in the anticipation that Thai society will eventually be knowledge-based and the country developed on strong fundamentals.

Silchai said management policy next year would concentrate on four core groups: investors, customers, employees and society.

For investors, the company will adhere to its policy of best return on investment.

For customers, the company will focus on creative development of work and the best service for the maximum satisfaction of customers.

For employees, the company is improving the office environment to provide a good atmosphere for staff to work and acquire new knowledge.

And last, Pico is committed to helping society by working with its customers to create social activities.

Presently, Pico services span event marketing, design and construction of exhibition booths, museum exhibits and related businesses.

It has expanded its customer base to serve the financial, energy, telecommunications and food and beverage sectors. Pico worked with Boonrawd Brewery on an exhibit for Royal Flora Ratchaphruek 2006, built the first national knowledge museum for the National Discovery Museum Institute, built the Kieng Sa Ked Energy Hall for CTCI (Thailand) and remodelled and built an exhibition hall, an office building and conference rooms for King Prajadhipok's Institute.

Pico's combined revenues for the nine months ending July 31 increased year on year from Bt503 million to Bt769 million, or 52.88 per cent. Its net profit grew from Bt23.5 million to Bt53.4 million, up 127 per cent.

Source: The Nation Wednesday, November 15, 2006