The main purpose of this individual study is to guide a marketing strategy plan for J.Panich incense shop. As it is observed and there are opportunities in this particular market. From daily life observation, the fancy incense with a premium quality is deficient. Moreover the questionnaire result shows that the most important factor in purchasing fancy incense are customers’ health conscious and scent. The marketing strategy of J.Panich incense shop will be focused in 2 factors that is product differentiation by emphasizing the quality of the incense made from pure nature and a good scent. Another factor is distribution channel differentiation, because in fancy incense market there are strong competitors with high capital investment so the strategy is to differ the distribution channel, contacting customer directly such as spa and others. J.Panich marketing strategy expects that if there are 20 dealers the revenue would be 1.5 million baht, and within 3 years there should be 30 dealers with revenue of 2.25 million baht at a 38% profit margin.
