1) The project involved marketing research and analysis to help launch a new cosmetics brand, Dr. Jart+, in Thailand in 2010. Product knowledge, positioning, strategies, and consumer surveys were reviewed. 2) Another project involved rebranding Bangkok Airways when revenues dropped in 2008. Research found the term "boutique airlines" was unclear to consumers and its connection to exotic destinations was weak. 3) Surveys were conducted to understand consumer perceptions and travel preferences. The research helped Bangkok Airways clarify its branding as a boutique airline with privileged services flying to cultural destinations.

1. Achievement at Norma R&M Co., Ltd.
Dr. Jart+
The project that has already been succeeded was Dr. Jart+. In order to for the product to be
launched among the high completion rate in 2010, Dr. Jart+ required more information regarding
marketing analyst, and marketing research. I was involved in the team to solve this issue. To
initiate the solution, product knowledge, product positioning, marketing strategies and marketing
survey were reviewed. After review and classified its product, I already know the position itself
in the Korean Cosmetic Market in Thailand.
The locations for the marketing survey have been set after that as Watson’s and Central World.
Competitor analysis such as Eucerin and Etude, consumer behavior, buying behavior, market
trend was also involved to clarify. After discuss with the customer, packaging was use to
differentiated itself as premium brand in the market. Pricing was also attracted consumers for the
first launched.
Bangkok Airways: Brand Positioning and Rebranding
As revenue of Bangkok Airways was dropped in 2008, this was quite great challenge for me and
team to find out. Then this project was occurred.
Being seen as the second brand in Thai aviation market after Thai Airways International,
Bangkok Airways has positioned itself as ‘Boutique Airlines’ in order to differentiate the brand
and establish unique selling proposition. With this positioning, Bangkok Airways chooses to fly
to only those destinations that rich in culture and exotic environment.
However, the word ‘boutique’ has not yet well established into the brand. Consumers
seem to not understand what it means in terms of airlines and how it is relevant to their lives. In
addition, the connection between boutique airlines and exotic destination is somewhat unclear in
consumer’s mind.
Accordingly, Bangkok Airways needs to develop a concrete communication campaign to
portray the precise picture of boutique airlines, what benefits consumer will get as well as how it
link to exotic destinations.
Marketing Research and Methodology were set in order to:
 To understand what current image of Bangkok Airways in consumer’s point of view
 To better understand consumer’s frame of preference and influence in making decision
regarding traveling.

2.  To explore what boutique means for consumers in order to find the way to set the clear
positioning for the brand and move the brand to the next level
After all required information was collected from the survey and all definitions such as Boutique
Airlines and Exotic Destination were clarified. Bangkok Airways decided to rebrand itself to be
Boutique Airline. All of services have been more privilege including ground service and in-flight
service.