Rachel Balzan Demajo - M. Demajo Group

FM: What is your role within the M. Demajo Group?

RBD: For the past year and a half I have been busy setting up the centralised marketing department of the Group, which is responsible for the overall marketing strategy of the corporation as a whole, as well as its various subsidiaries.
 
FM: How long have you been working in the family business?

RBD: I have been working in the family business for just over ten years now. I first started out as a marketing assistant in one of our travel companies which organises events for foreign clients in Malta. Afterwards, I became responsible for the company's marketing activities, and then moved into business development and sales within a specific segment of that same company. Working in travel was fun and challenging, and involved meeting many people and travelling to various countries. Several years later, I wanted more of a corporate outlook on the Group, and applied for a vacancy within the Corporate Marketing Unit. This then led to the natural development of the Group's marketing department.
 
FM: What does marketing mean to the Group?

RBD: The M. Demajo Group is a widely diversified Group that spans various sectors across many different areas of expertise. Many of our companies are known for their brand representation, which is one of their major competitive advantages over competition. For the Group, marketing means putting forward our best people with our creatively designed solutions and products, through a branded image for a positive customer experience. It is a continuous effort along the supply chain that enables us to bring to the market quality products and services while offering value for money.
 
FM: And to you?

RBD: To me, marketing is both a science and an art, thereby bringing out qualities in marketers that enable them to be effective at what they do. You need to be organised, pro-active, have an eye for detail and design and be able to multi-task and think creatively. Working on a campaign is inspiring to me, combining the visual side of things with the element of psychology - the power of messages and design. Having studied Communications at University of Malta and then proceeded to an MBA with specialism in the field of branding and corporate reputation, marketing comes very natural to me. 
 
FM: How did the Group develop the Pedigree brand?

RBD: Pedigree Toyshops is a local chain of toyshops that today has become a household name for quality toys and games. Toyshops bring out the child in you, as you immerse yourself in an array of colours, textures and play. The traditional toyshop today, although still very much in existence, is challenged by modern day electronics and PC's, and kids today drop their toys much before we used to. This has enabled the Group to re-invent itself as Pedigree Kids, a concept store for mother and baby, with its recent introduction of the baby boutique alongside its toys portfolio.
 
FM: What is the baby boutique concept?

RBD: When Pedigree Toyshops and Premaman met, the chemistry was obvious. We both had the same target audience, the same passion for quality and originality, an appreciation for brands and a long standing history. Premaman is an international franchise that originated in Belgium, specialising in kids' clothes (0-10 years), chic maternity wear and themed nursery furniture and accessories. The newly launched Premaman outlet at Pedigree Kids Plaza is the first step in this new direction. It is what is known as a baby boutique. Premaman stocks stylish items and clothes, known for their quality, French design, in attractive themes and collections, at value for money. The maternity range has caused the most hype, since it is the first of a kind in Malta, to bring chic yet comfortable pieces to expectant mothers. Its boutique look and feel is what distinguishes it from other competitors. You will find a few of each item in all of our ranges, ensuring original purchases. We believe that the clientele of Pedigree Toyshops, who have been visiting us for over 30 years, are lured by this new concept store that now combines fashion and style for the whole family.
 
FM: Does the Group plan to further expand this franchise?

RBD: We will embark on opportunities as they present themselves, always mindful of our need as marketers, to bring to the market what is needed and wanted, in line with local and international trends.