Taking the silk route into electronics

SMU Lee Kong Chian School of Business alumnus and Parisilk’s (a business specialising in electronics products) head of corporate sales and business development Michael Primalani was featured in a Business Times article, where he shared how he headed a rebranding exercise to take the six-decade old Parisilk brand into the 21st century. Mr Primalani noted that Parisilk does not engage in a blitz of marketing materials, preferring instead to keep advertising costs down by leveraging word of mouth recommendations, and passing on the savings to their customers. The company also employs other methods of cost-cutting. Instead of opening their outlets within shopping malls, they have taken up positions in neighbourhoods outside the city, in order to keep rental rates down and maintain flexible opening hours. The company has also embarked on e-commerce, selling their products through their own website and online e-commerce platform Qoo10.

The Business Times, p24 

The Business Times Online