Mango

& Sticky Rice

Meng Prathan
Travis Lange
Kornchanok Likittanasombat

564 32638 26
580 03079 26
564 33542 26

Meet the Product

Classic Mango & Sticky Rice with Coconut Sauce and Mungbeans
Biodegradable Packaging
Frozen & Re-heatable
Stored at -18degrees Celsius
Microwaved with 800 watts for 1-2 minutes
1 Serving
Long shelf life (12 months)

Product

Strategy

Implementation

Opportunities

Challenges

Packaging

The outer package has signage that includes:

v Biodegradable label
v Certifications and assurances of quality
v Some fun Thai lessons
v Nutrition facts
v Ingredients
v Instructions on how to eat/cook.

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Strategy

Implementation

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Packaging
Cooking instruction:
1.Remove the outer packaging
2.Pierce the film several times
3.Place tray in microwave, and cook at HIGH for 1 minute
4.Take out mungbean packet and coconut milk packet from tray
5.Put the tray into microwave again and cook at HIGH for 1 minute
6.Remove film
7.Put coconut milk cream and sprinkle mungbean on mango
8.Enjoy the dessert
Ingredients:
Mango 32.66%
Glutinous rice 22.79%
Water 17.90%
Coconut milk 17.23%
Sugar 7.08%
Fried Mungbean 1.01%
Salt 0.70%
Trehalose 0.47%
Modified starch 0.16%
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Supplier: Buono Co. LTD

Established since 2002

FDA Approved factories
Medium Order size
IFS & BRC certified
Produce locally in Greater Bangkok

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Implementation

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Logistical Strategy
Air Freight and Ocean Freight

Product

Air Freight

Ocean Freight

Price

$3399-3756

$1468-1622

Delivery Time

3-5 Business Days,

Delivery to airport by
the end of day, Air
Freight Consolidated

20-34Days (Direct
Shipment)

Strategy

Implementation

Opportunities

Challenges

Logistical Strategy
Air Freight and Ocean Freight

Product

Air Freight

Ocean Freight

Price

$3399-3756

$1468-1622

Delivery Time

3-5 Business Days,

Delivery to airport by
the end of day, Air
Freight Consolidated

20-34Days (Direct
Shipment)

Strategy

Implementation

Opportunities

Challenges

Distribution Strategy

1. Customs Clearance
a. Customs Broker
b. Bonded warehouse

Product

Strategy

Transport to distributor

Implementation

Distributors

Opportunities

Challenges

Pricing Strategy

Price skimming: $8-price range of customer preference ($8-$10):

1.Uncommon
2.Biodegradable packaging
3.Air Freight results in high costs

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Marketing Strategy
Vegetarians
Vegan & Biodegradable
Free samples
Trail Runs
Food Truck
Vegan coupons

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Strategy

Implementation

Opportunities

Challenges

Marketing Strategy
Southeast Asians
Partner with local Thai restaurants
Free samples
Food Truck
Stamp Card

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Implementation

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Implementation Timeline
ACTIONS

2016
8
9

10

11

12

2017
6

10

11

12

Online
Marketing
Send
Samples to
Distributor
Send
Samples to
Restaurant
Free Samples
Sell in Asian
Restaurants
and Markets
Collaborate
with PFFP &
Foodtrucks
Coupon to
Encourage
High Sales
Vegan
Coupons

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Strategy

Implementation

Opportunities

Challenges

Opportunities

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Implementation

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Challenges

Challenges
Easily Replicated
Convincing consumers of value
Brand Devaluation

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Implementation

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Challenges