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Dairy Farm is a leading pan-Asian retailer. As at 31st December 2007, the Group and its associates operated 4,191 outlets - including supermarkets, hypermarkets, health and beauty stores, convenience stores, home furnishings stores and restaurants; employed over 69,000 people in the region; and had total annual sales of US$6.8 billion.   Dairy Farm International Holdings Limited is incorporated in Bermuda and has its primary share listing on the London Stock Exchange, and secondary listings on the Bermuda and Singapore stock exchanges. The Group's businesses are managed from Hong Kong by Dairy Farm Management Services Limited through its regional offices.

Dairy Farm is Singapore's leading retail group, with a major presence in the food, convenience and health and beauty sectors. The Group will continue to expand its range of services and fine-tune formats to local customers.   There are currently six Giant hypermarkets in the Lion City. The hypermarket format features a wide range of merchandise, from fashionwear to fresh food and groceries. It has a popular Fresh Market section that sells a broad selection of fresh local fruits, vegetables, meat and seafood. Giant's marketing strategy of “Great Value, Big Variety at a low price” has ensured the chain retains its popularity in the heartlands.

Promotion with the Giant retailer

The Giant brand is well known to Singaporean who regularly shop in Malayisa. Giant Hypermarket enjoys substantial competitive advantage in its operations due to cost savings in infrastructure and backend opeartions as well as collective power of the Dairy Farm Group which allows the company to purchase goods at attractive volume discounts from supplierts.   It intend to pass on these savings to consumers.   At the present moment, Giant has six Hypermarkets in Singapore namely in IMM Building, Turf City (Bukit Timah), Parkway Parade, Pioneer Mall (Boon Lay), ViVo City and also Tampines Mart.

The Thai Trade Centre perceive the potential of partnering with Giant Hypermarket by penetrating  Thai products into the mainstream of the grocery purchasing.    The six stores of Giant Hypermarkets are in good location where there is huge heartlander’s crowds as well as high end consumers.    In May 2008, Thai Trade Centre  Thai promotion kicks off  with six Hypermarkets (16-29 May 2008) with continuous increased in varieties of products in fruits, food, grocery as well as General Merchandise.   A special arrangement of Thai cooking class is arranged at Tampines Mart outlets (outside the cashier point) to educate and teach the general public the use of Thai ingredients and food available for their daily cooking needs.   Special arrangement for Thai Vendors selling Thai food also attracted crowds at Tampines.   During the two weeks of promotion,  an awareness of buying  the authentic Thai Hom Mali rice (also called fragrant rice) is emphasised with the Green Logo on many package of Thai rice. This green mark tells its pureness of Thai Hom Mali rice certification.

During the two weeks of Thai promotion, local consumers are able to purchase Thai fruits, food and grocery at their favour stores at reasonable prices and still stand a chance of a trip to Phuket, Thailand.   This generate an strong atmosphere of buying the real Thai products and this promotion with Giant Hypermarket has created success and win-win situation  for all parties concern.

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