Toto Ponsinh Boutkaska

Members Login
    Remember Me  
Post Info TOPIC: Lao Guy making Headlines in Thailand


Status: Offline
Posts: 13
Lao Guy making Headlines in Thailand

LEVI Marketing Levi's new look coming from Bangkok Laos-born whizzkid
With Thailand an open market for career oppor¬tunities as well as goods, Vientianeborn Ponsinh Boutkaska hopes use his expertise to win a lion's share of the local market for iconic global jeans brand Levi's.

Marketing Levi's new look coming from Bangkok Laos-born whizzkid

Ponsinh Boutkaska

Ponsinh has become marketing manager of Diethelm's fashionapparel division and will focus for the next few months on Levi's. He has responsibility for marketing Levi's new global concept - includ¬ing design and finishing - in Thailand by early next month.

Ponsinh was recruited to handle the Thailand portion of the 155yearold brand's global concept change, and reflecting his faith in the product, he wears Levi's jeans and Dockers shirts - both creations of Levi Strauss in the US.

Having lived in Bangkok for 10 years, Ponsinh has worked with several companies in marketing management and business develop¬ment, including Unik Textile, Proctor & Gamble, Effem Foods (Thailand), Unilever Thai Trading and Samsung Electronics Thailand.

His background education in textile science and management at Australia's University of New South Wales has suit¬ed him for the new job, but he has also been familiar with garment trading ever since he was a child. His family's busi¬ness in Australia focuses on apparel imports and exports.

Ponsinh, 33, once trained for a year to be an actor and singer for GMM but dropped that plan for more interesting pursuits.

Despite it being a global brand, Levi's has room to grow in Thailand, and this is foremost in Ponsinh's thinking. The new concept will involve Levi's acces¬sories, such as caps, belts, bags and shoes, all of which will be promoted to capture a greater market share for the brand.

"We want to establish Levi's as a complete fashion package for the whole body rather than just a famous brand of jeans," Ponsinh said, adding that the company had to learn more about cus¬tomers' demands to ensure that its products benefited from fashion trends.

With a master's degree in business administration from Chulalongkorn University's Sasin Graduate Institute of Business Administration, Ponsinh is well equipped to handle market research. Levi's products have conse¬quently been designed to target three groups of customers: premium, midrange and the mass market.

Ponsinh said recent trends were for customers to wear jeans of more inno¬vative and fashionable design. Some brands import garments to meet this fashion trend, but their prices are very high.

"The company wants to lead the jeans segment - and this will happen with Levi's 501 innovation," he said, adding that he saw Levi's as a brand that everybody could wear, with something for everyone, but not as a mass product.

As a new recruit, Ponsinh is work¬ing closely with existing staff and learn¬ing his new business environment. However, his focus is developing the staff to maximise their working effi¬ciency and effectiveness.

To achieve his goal, he is attempting to develop a team that is focused on a single objective. This, he believes, will result in the Levi's brand leading glob¬al fashion trends.

Ponsinh said with its long history, it was very important for Levi's to step for¬ward in its creativity and once again become a global trendsetter in jeans and associated products.

Page 1 of 1  sorted by
Quick Reply

Please log in to post quick replies.

Create your own FREE Forum
Report Abuse
Powered by ActiveBoard