Khao Lam

Box
By Thai Taste

Presented by Peeraya Rujjanavet 5961213

 7 Topics ◎ Introduction
that we will
be cover
today

◎ Market Analysis
1 Introduction
Compa ◎ “Thai Taste” is a brand new company that
originate in Thailand.
ny
◎
Profile We develop the new innovative to make the

local Thai food become more modern and

4
interesting to enlarge the trend in Thailand

and worldwide

◎ The first product of our brand is “Kao Lam

“Thai Taste” Logo
Box”.

◎ Now we have our own store in Tourist

Province, Bangkok, Phuket, and Pattaya, and

in the retailer store in Thailand and in our

 History
Backgrou ◎ Khao Lam is a famous dessert dish in Thailand.

nd ◎ The reason that it named Khao Lam is because

Khao means rice and Lam means the process of

5
roasting in the bamboo.

◎ However, Khao Lam is the dish that needed to eat

right away after purchased

◎ came up with the idea to make this product

become unique in their own way.

 “Bring Our Cultural

“
6

Product To The

WorldWide Product”
MISSION
The mission of “Thai Taste” is to bring Khao Lam, one

of the famous dish in Thailand, to the World famous dish. In

order to do so, we have to make Khao Lam stay longer

7

before it’s getting rotten and we have to design the new

package for the container to make it more modern style. If

we meet all this, we are sure that the product will become

worldwide product.
VISION
“Thai Taste” have the vision that our brand will

receive the worldwide recognition as modern Thai

Authentic food. Since, we keep the taste of those Thai dish

8

but adapt the product to be more modern and suitable for

everyone.
 ◎ The product will keep the perceptions of Thai product but
PRODUCT
repackage the product to suit for the Thai or foreigner to
OBJECTIV
buy it as the souvenir from Thailand and to suit for export
E
it to other country.

◎ Vacuum sealers that it keeps the food to stay longer. 9

◎ repackage Khao Lam to be in a box that have bamboo

picture of its instead of using the real bamboo since it’s

harder for customer to eat from it.

◎ Being the high quality in both product and package, it

will make the price higher than normal Khao Lam.

 MARKET
2 ANALYSIS
 ◎ According to Food and Agricultural Organization of the
Industry
United Nations, Khaolam industry can gain profit to 600
Analysis
Bath after deduct total costs (1000 bath) in one days for
#1
the the household with 5 labors scale industry.

◎ It is inevitable that the company will grow rapidly 11

◎ Our Khao Lam Box expected to be the major market in

this newly emerging and growing market because Khao

Lam Box used the new inventions in the production.

 ◎ According to the Sage Journals, the intention for customer to
Industry buy foreign brands needed to have uniqueness and have a
Analysis good quality.
#2 ◎ It can be clearly seen that the Khao Lam Box has the

uniqueness because it’s new and authentic from Thailand also

12
it’s a high quality product which is suitable to export to other

country and it can be put ahead of the competitors.

◎ However, it still takes time to build the brand recognition in the

first one or two years. In the first step, we will focus on

advertising and promotion of the product and we will start

exporting the product to the neighbor country and in Asia

before expanding to Europe, North and South Africa and

 ◎ Our company is a big scale company with many labour, we
Environme have to follow of the rule of Ministry of Labour by paying the
nt Analysis requirement salary and labour welfare.
(Global ◎ Moreover, to export the stuff in other country, we need to have
Business the license from (1) Department of Business Development, (2) 13
Environme The Revenue Department, and (3) Department of Agriculture.
nt)
◎ The population based we chose are Thai people with the high

income, the tourists that visit Thailand, and the foreigner in

other countries.

■ those group of people will tend to buy this product when

they come or think of Thailand.

Environme
◎ The source for direct purchasing is the local store in Thailand and in other countries,
nt Analysis
and our own store in the touristed province.

◎ For the first year, we will have store in Thailand, bordering countries, and in some
(Local
countries in Asia. 14
Business
◎ We approximate that the purchase per day will be more than 500 boxes in the first
Environme
year. But since our product can stay longer than 1 day, so we plan to produce the
nt)
product 5 times more than the sells because we have to distribute it to many places
Supplies
of our store and local store.
Environme
◎ The main ingredient of Khao Lam is Rice which can be seen as the
nt Analysis
■ mineral that helps produce energy from protein and carbs plus it has a good

taste mixture.
(Local
■ eaten for warming your body in the winter country. 15
Business
◎ So, it’s can be eaten every day as part of the day to day activities.
Environme
nt)
Social and
Culture
Environme
◎ The competitor is “Boon Tree Food” which is another company that export Thai
nt Analysis
food, dessert, drink in the can container.

◎ This company has been in the market for more than 3 years. They are recognized in
(Local
worldwide. 16
Business
◎ similarity of the consumer market with Khao Lam box but they tend to focus more
Environme
on export into other countries.
nt)
◎ weakness : packaging because the foreigner leads to purchase the product from
Competition
looking at the packing first.
Consum
◎ My target market is Thai people with high income, the tourists that visit Thailand,
er
and the foreigner in other countries.
Analysis
◎ The expectations consumer will have for our product is Thai Souvenir, easy to eat

and keep, and modern. 17

◎ The difference in price will occur when consumer purchases it from other local

stores rather than our “Thai Taste” store and the price will be different in other

countries.
3 SWOT Analysis
SWOT ANALYSIS

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4 Market Strategy
 ◎ The product will be the glutinous rice roasted but instead of
Product putting it in a bamboo joints.
/ ◎ The package will be in a new modern design that have all the
Service needed food labeling beside it.

◎ To keep the food stay longer, we will used the vacuum sealers
21
that help in preserving food by preventing the growth of mold

or bacteria.

◎ The product aims for Thai customer but more toward Foreigner

Customer.
 ◎ The price of the product that I aim to vary around $5.
Price ◎ The price of the product will be higher than the normal Khao

Lam because our product involved with the technology to keep

it stay longer and we have to export.

◎ However, we still want to keep the price low because we want

22
to make people feel that they can have it everyday.

◎ We aim for 20% profit in the first year and doubled in the next

year.

◎ The estimate cost of production will be around 75 baht($2) per

box. We aim to product 250 boxes everyday in the first year

and increased it in the next year

 ◎ The location of our business is our own Khao Lam Box store
Place/ and Local Grocery Stores in many countries.
Location ◎ We sell it there because consumer can easily get it from their

nearest local store with fresh Khao Lam.

◎ The self lives for our product is around 2-3 days but the
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customer can keep it to more than 1-2 days.
 ◎ brand advertisement through social media by hiring the
Promoti influencer with a lots of followers to post the picture about it.
on ◎ setting up the booth for free try in local store so people that

walk by and interested can purchase it.

◎ promote our own store because it’s our own store we don’t
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have to depend on other sellers.

■ The promotion is for the customer that purchase at our

store. When they buy five Khao Lam Box, they can get

one extra for free. This way can increase the sell at our

store and better for us to increase the product line in the

future.
5 Sell & Operation
 ◎ The source product we need is sticky rice, black beans,
Operati coconut milk, sugar, salt and coconut egg custard.
on Plan ◎ All of these ingredient is not the seasonal food and we can find
(Source all of this ingredient in Thailand + we can support the local
Promoti farmer to purchase this items.
26
on) ◎ However, this product has their life long so we have to make

sure that it’s fresh because it’s might make Glutinous Rice

Roasted in Bamboo Joints be rotten.

 ◎ Thai Taste have to invest in building our own factory because
Operati we can make sure that the product will not have any food
on Plan contaminant in it.
(Factory ◎ Thai Taste will hire some of the local people to produce make
) Glutinous Rice Roasted in Bamboo Joints.
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◎ We will take it out of Bamboo Joints and immediately put in the

sealer machine.

◎ Lastly, we put it in our design box which we give an order to

the printing factory.

 ◎ In the beginning, we have to invest

Distributi ■ building the factory

on ■ buying the ingredient and stuffs

(Financia ◎ The new brand it’s hard to penetrate the market in the

l beginning.
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Analysis) ◎ However, all the ingredients we use is the local food, we can

cut our budget by making deals with local farmer to purchase

their stuff.

◎ This two factors might affect the annual report in the first year

and second year.

◎ However, we assured that after the brand get more

recognition, the business will gain the a lot profit in the year
Distributi ◎ Our selling strategy is that we will distribution Kao Lam Box from the “Thai

on factory to each of our stores and other centers.

(Selling ◎ The jobs of each place is to check their warehouse to prevent the excessive

Strategy) distribution and make sure that their will be enough Kao Lam Box to sell on
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the next day.
6 Conclusion
Conclusi
Our company “Thai Taste” is the brand that will promote Thai dish to
on
the worldwide. We expected that foreigner will recognized it and

considered it as one of their favorite dish. Export it to other country is the

good opportunity for Thailand to promote our identity internationally. We 31

hope that it will encourage Thai people to see the significant of their own

traditional food and expand it to other countries.

 Recommendatio
7 n
 ◎ cooperate with the local community by

■ produce Khao Lam but under our company

Recomme ■ support the farmer who produces the ingredient

nd- ◎ In the next two to three years after our company receive the

ation recognition,

◎ we will come up with the new product line such as Thai Sticky 33

Rice Cake (Khao Tom Mud) and etc.

◎ Moreover, we will be improved by use the new technology to

keep our food stay longer.

◎ Lastly, we will do more research about other country that we

want to expand because it’s the most important thing to know

what people like and how we adapt the product and brand to
Thank 34

You