Theppratarn Rice Mill 2 is operated by a group of farmers in Angthong Province since 1987. Her Royal Highness Princess Maha Chakri Sirindhorn has given a rice milling machine to local farmers in Bangsaded Sub-District, Pahmoke District, Angthong Province for the purpose of milling rice for their own consumption. In 2004, Angthong Provincial Office has renovated the old mill, repaired and improved broken machine tools by using government funds together with a sum from people's donations. This project was completed in 2005 and bought Theppratarn’s rice production capacity to 25 tons a day. With a renovated mill, Theppratarn started operating rice milling business there after nowadays, as the demand for healthy rice increased, Theppratarn also has a goal to make Theppratarn rice’s brand image and gain more of customer awareness toward its GABA-Rice for penetrating in Thailand market. Recently, Theppratarn produces four different types of rice, under “Angthong” brand: 1.
White Rice: Rice that has had its husk, bran and germ removed 2.
Brown Rice: Rice that is unmilled or partly milled, a kind of whole, natural grain. 3.
Herbal Coated Rice: Rice produced from various herbal which has the nutrition 4.
GABA-Rice: is germinated brown rice with a greater amount of the naturally-occurring amino acid gamma-amino butyric acid (GABA). GABA rice or Brown Rice Germination
ข้าวกล้องงอก (germinated brown rice หรือ “ GABA-rice”)
Brown rice germination (germinated brown rice or "GABA-rice"). ถือเป็นนวัตกรรมหนึ่งที่กำลังได้รับความสนใจเป็นอย่างมากเนื่อง
One innovation is being greatly interested as well as bringing the brown rice through proliferation. ซIn brown rice contains so many nutrients such as ใยอาหาร กรดไฟติก (PhyticFiber power unit for acid foods (Phyticacid) วิตามินซี วิตามินอี และ Acid), Vitamin C, Vitamin E, and GABAGABA( gamma aminobutyric acid) (Gamma Amino butyric Acid). ซึ่งช่วยป้องกันโรคต่างๆ เช่นThat helps to prevent diseases such asโรคมะเร็ง เบาหวาน และช่วยในการควบคุมน้ำหนักตัว เป็นต้น เมื่อนำข้าวกล้องมาแช่น้ำเพื่อทำให้งอก Cancer, diabetes, and help control weight. According to the benefits or advantages of GABA rice, GABA rice can be one of the best solutions for those who concern about maintaining their healthy life since their middle age as a result Theppratarn GABA rice will be another option for them. http://iblog.siamhrm.com/content/gaba-rice/ In the part of strategic plan that Theppratarn will use to hit the goal of increasing their awareness of GABA rice and develop Theppratarn’s brand image, Theppratarn should plan to use integrated marketing communication tools which will be mainly focus on the use of advertising and develop brand image for the products and Theppratarn brand. To sum up, Theppratarn has to get the competitive advantage and improve their position in the market to enhance the sales of its GABA Rice furthermore, Theppratarn should register with the government’s institute for demonstrating Theppratarn GABA rice to be OTOP product. Recommendations
The target market is mainly people who are between 30 years old to 50 years old and they have high health conscious and are officers and employees. Importantly, they are able to effort our product. I will distribute the products through distribution channel planning. As they are both business man and woman, time is very important to them. I am targeting this group of people. The company should offer them to match with their characteristic. As I plan for the distribution channel, the business area always has convenience store. So, it will be easier for them to look for the products rather than wasting their time seeking around for it. The subordinate target market is housewives who have responsibility of taking care everything in the family. They always go shopping for home appliance. The targeted channel for the target market is Hyper Market where they all are around. They can find one where is near their places....
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