In Conversation with Nutchavinee Nikhomchaiprasert, Executive Director – Marketing, Ocean Glass Company Ltd.

With over two decades of experience in the Industry, we are eager to hear about your journey. Kindly share your most memorable moment with Ocean Glass and what excites you the most about working in this industry.

My journey has been full of learning experience and incredibly rewarding. One of the most memorable moments in my career was when several collections of Lucaris received a world-class design award. This recognition not only validated our commitment to excellence but also showcased the innovative spirit of our team, a moment of immense pride for us.

Working with world-class designers and experts in the beverage industry to co-design our glassware has been particularly exciting. We recently had the privilege of working alongside some of the world’s leading designers and beverage experts. This co-design project allowed us to blend their expertise with our vision, pushing the boundaries of what is possible in the glassware industry to create products that truly enhance the dining and drinking experience

As an Asian brand, Lucaris holds a unique position. We are the only crystalware brand from this region competing against established European players. This presents a challenge, yes, but also a tremendous opportunity. Lucaris brings a fresh perspective and an innovative spirit to the table. We are constantly striving to break new ground and redefine what crystalware can be. Leading this brand in this competitive landscape is an invigorating challenge, and I am confident that Lucaris will continue to make its mark on the world stage.

How does Ocean Glass incorporate sustainability into its vision and integrate it into the company’s marketing strategy?

We firmly believe that environmental responsibility goes hand in hand with creating beautiful glassware. Sustainability is embedded in our vision for the future, and we actively integrate it into our company’s marketing strategy in several ways.

Firstly, we champion the ‘3Rs’ of sustainability—reuse, reduce, and recycle. This philosophy is the cornerstone of our products and communication efforts, promoting a lifestyle of circular living. One concrete example is our transition to eco-friendly packaging to minimise our environmental footprint.

Furthermore, we are committed to reducing the carbon footprint of our company. We have invested in solar panels, which generate renewable solar energy, and have significantly reduced our carbon dioxide emissions by up to 1.38 kilogrammes per year. This translates to a positive impact equivalent to planting 172,000 trees annually. Such efforts underscore our dedication to leveraging clean energy to power our operations sustainably.

On the manufacturing side, we implement a comprehensive waste management strategy. We prioritise reusable water systems, saving 90 million litres of water annually. Additionally, we actively recycle glass cullets, which reduces our reliance on virgin resources and saves approximately 23 million kilogrammes of raw materials each year.

By integrating sustainability into our products, operations, and marketing, we aim to protect the environment and inspire our customers and the broader community to adopt more sustainable lifestyles, contributing to a greener future.

What benefits does your product bring to the hospitality industry, and who are your target audiences within the hotel sector?

Ocean and Lucaris both offer a range of benefits specifically tailored to the hospitality industry, particularly targeting high-end establishments like five-star hotels, luxury standalone restaurants, and fine dining venues. Our crystal glassware is meticulously designed to enhance the flavours and aromas of beverages, ensuring that each sip is a delightful experience for guests. This attention to detail in glassware contributes to a memorable and immersive dining experience.

Moreover, our glassware enhances the ambiance and mood of special moments. Whether it is a celebratory toast or an intimate dinner, the right glassware can make these occasions even more memorable. Our elegant design and the brilliance of our crystal aim to complement the setting and create an elegant and luxurious atmosphere that guests will cherish.

We understand our target audience within the hotel sector, i.e., food and beverage outlets in the five-star hospitality segment, luxury standalone restaurants, and fine dining establishments. These venues are dedicated to offering exceptional service and an unparalleled dining experience, and our products are tailored to meet these high standards. By focusing on this segment, we ensure that our glassware contributes to the overall excellence and prestige of these esteemed establishments.

What strategies have been employed to enhance Lucaris’ market presence in Thailand, India, China, and Vietnam?

We have employed several strategic initiatives focused on quality, service, and a comprehensive understanding of the beverage industry to enhance Lucaris’ market presence. First and foremost, quality is our top priority. We ensure that every piece of Lucaris glassware meets the highest standards of craftsmanship and durability. This commitment to excellence extends beyond our products to include our customer service, ensuring a seamless and satisfying experience for our clients.

Additionally, we position ourselves not merely as a glass manufacturer but as a beverage consultant in terms of glassware and tableware. This means we work closely with our clients to understand their specific needs and provide expert advice on selecting the best glassware to enhance their beverage offerings. By doing so, we help our partners elevate their customers’ dining experiences, which in turn strengthens our relationships and market presence.

We recognise that each market has unique preferences and cultural nuances. We don’t adopt a one-size-fits-all approach. Instead, we tailor our strategies to cater to the specific needs and beverage trends in Thailand, India, China, and Vietnam. This involves collaborating with local distributors and partners who possess a deep understanding of the regional landscape. These partnerships allow us to effectively communicate the value proposition of Lucaris to our target audience in each market. By understanding local preferences and working with trusted partners, Lucaris is well-positioned to solidify its market presence and become the preferred choice for high-end hospitality establishments across Southeast Asia.

In what way does your leadership style contribute to fostering innovation and maintaining brand consistency at Ocean Glass?

Innovation is at the core of our company’s strategy. I believe the best way to stay ahead of the curve is to encourage open communication and collaboration across all departments, from design to production. This involves engaging our talented team in the glass design and production process, inspiring them to contribute their creative ideas and expertise.

While innovation is crucial, maintaining brand consistency is equally important. I believe that the best way to retain our customers is by consistently delivering high-quality and innovative products. This commitment to quality and innovation helps us build trust and loyalty among our customers, ensuring they return to Ocean Glass Company for their glassware needs. By balancing innovation with a steadfast commitment to our brand values, we can provide exceptional products that resonate with our customers and reinforce our brand’s reputation.

Could you provide details on the long-term growth strategies and expansion plans of Ocean Glass Public Company Limited?

Our vision is to solidify our position as a leading global brand synonymous with exceptional quality, innovative design, and unparalleled service. We are committed to continuous product innovation and improvement in the quality of our products. By investing heavily in research & development and exploring new materials, production techniques, and design trends, we aim to stay ahead of the curve, and our goal is to consistently surprise and delight our customers with cutting-edge glassware that elevates the beverage experience.

We recognise that exceptional service is just as important as product quality. Therefore, we exceed customer expectations at every touchpoint by providing responsive customer support, educational resources, and valuable partnerships with distributors and retailers. Our ultimate goal is not just to meet but to consistently exceed customer expectations and position our brands, Ocean and Lucaris, as trusted partners in the world of glassware.

In terms of expansion, we are exploring new markets and strengthening our presence in existing ones. Our understanding of the specific needs and preferences of different regions helps us tailor our offerings to suit local tastes while maintaining our global standards of quality and innovation.

By focusing on these core strategies, we are confident that Lucaris Public Company Limited will continue its trajectory of growth and establish itself as a leading global brand, renowned for its innovative spirit, unwavering commitment to quality, and exceptional customer service.

What is the strategy for the Asia Market? Can you give an overview of the plans for 2024?

A key focus for 2024 is expanding our distribution network across Asia. We will partner with new distributors to ensure Lucaris glassware is readily available in key markets. This will allow us to reach a wider audience of discerning customers who appreciate quality and design. We are also actively seeking strategic partnerships with high-end hospitality establishments, restaurants and lifestyle stores across Asia. These collaborations will allow us to showcase the value proposition of Lucaris glassware to a targeted audience and further elevate our brand image.

Additionally, our design team is conducting extensive research to understand the unique beverage preferences and cultural nuances across different Asian markets. Based on this research, we will develop new glassware collections that cater to the specific needs and preferences of Asian consumers. This might involve designing glasses with shapes and sizes optimised for popular Asian drinks or incorporating cultural elements into the design aesthetic. We are confident that our commitment to quality, design excellence, and cultural sensitivity will resonate with Asian consumers and propel Lucaris to become the preferred choice for luxury glassware in the region.

What are your insights on the significant opportunities in the India Market?      

We see significant opportunities in the Indian market, particularly driven by the growth of certain beverage trends and the expanding HoReCa segment.

The Indian beverage market is experiencing exciting growth, with new trends emerging all the time. Lucaris is well-positioned to capitalise on this by conducting thorough market research to identify these trends and develop innovative glassware solutions. By understanding the growing popularity of specific beverages in India, we can design new glassware collections specifically tailored to enhance the enjoyment of those drinks. This might involve creating glasses with shapes and sizes optimised for popular Indian beverages or developing specialised glassware for emerging drink trends.

Moreover, we see a substantial opportunity for our Lucaris crystalware brand within the HoReCa (Hotels, Restaurants, and Cafes) segment, especially among five-star hotels and fine dining restaurants, as the industry is showing robust growth and expansion. This presents a significant opportunity for Lucaris to establish itself as the preferred choice for luxury glassware in this market by increasing brand awareness and introducing our high-quality crystalware.

By combining a focus on beverage trends and targeted product development with a strategic approach to the HoReCa segment, we will be able to unlock significant opportunities in the Indian market. Our commitment to quality, design excellence, and understanding the evolving Indian beverage landscape will be key to establishing Lucaris as a leading brand for discerning Indian consumers. We are confident that Lucaris crystalware can become a mainstay in India’s high-end hospitality establishments and homes alike.

RAPID FIRE QUESTIONS

Who is Nutchavinee Nikhomchaiprasert in the Glassware Industry in one line?

A seasoned marketing leader with over two decades of experience in shaping the success of glassware industry.

Is a biography to be written or a biopic to be made on Nutchavinee Nikhomchaiprasert? What would be the title?

Marketing leader of tomorrow

Other than this what career would you have loved to do?

I am a trained dietitian and my love for cooking suggests a potential passion for a career in healthy cuisine creation.

One Line for Ocean Glass Public Company Limited?

Driven by the passion and commitment to excellence, Ocean Glass is Asia’s leading manufacturer and expertise of world-class quality glassware for homes, HoReCa and corporate businesses.

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