Enriched vitamin rice : a Thai consumer market study

Name: Waraporn Laohammonthonkul

LCSH: Rice -- Thailand -- Marketing -- Research

LCSH: Rice trade -- Thailand -- Research

LCSH: Rice -- Marketing -- Research

Abstract: Realizing a market opportunity, a group of people joined together in order to introduce an enriched vitamin rice, the B126 vitamin Enriched Rice into the nutritious rice market. The B126 rice was launched with a marketing plan for Bangkok, three provinces around Bangkok and the big cities such as Chiang Mai. After an eight-month period of launching the product, a marketing research was conducted to evaluate the consumers’acceptance of the product, study the rice consumption and purchasing behavior of target groups, look into the brand awareness of packaged rice and investigate the advertising exposure of target groups. From the marketing research results and analysis, it became necessary to readjust the marketing and production plan for the vitamin enriched rice product. The B126 rice is planned to be a premium product with an increase in price. Two new rice products are envisioned to be launched to capture a sizeable portion of the packaged nutritious rice market. The Puengluang Brand with its lower cost and price will become the fighting brand of the company. The B126 Vitamin Enriched Porridge is also to be launched to make use of broken grains and to exploit the consumers’preference for eating porridge and/or stewed rice. These new products are expected to boost sales and profitability for the company. In marketing the three types of rice products, the advertising, promotional and public relation activities must be geared towards the benefits of consuming nutritious types of rice. The company must spend the promotion and advertising budget in accordance with the sales volume target of each period. Each planning period should not be longer than 3 months. A monitoring and control system must be established to ensure an efficient collection of marketing data and information relevant to the performance analysis of the marketing plan for each period. The vital information and its analysis must be discussed in meetings to be held as frequent as possible in order to make changes on the essential strategies and activities when needed. Cost saving is a must for the company to survive in a highly competitive atmosphere.

Bangkok University. Library

Address: BANGKOK

Email: library@bu.ac.th

Name: No data

Role: Advisor of thesis

Created: 1990

Modified: 2565-10-29

Issued: 2010-02-06

วิทยานิพนธ์/Thesis

application/pdf

CallNumber: Thesis W372E 1990 BU

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: Bangkok University

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