Cho Heng Rice Vermicelli Factory

Objective

To find the optimal price range and promotion for B2B (business-to-business) and B2C (business-to-consumer) markets.

Cho Heng Rice Vermicelli Factory was established in the 1930s. It began its operations by producing noodles and various types of flour products, which could be used as ingredients for making dishes ranging from desserts to fried foods.

Based on the brand's request, the SUFFIX team initiated a study of the food ingredient industry, focusing on two main aspects: B2B and B2C.

In the B2B (Business-to-Business) segment, the research was centred around the distribution of flour products through wholesalers and distributors. The study involved investigating various aspects of product distribution, including pricing strategies, which varied across different regions and central provinces. The research was conducted directly in collaboration with wholesalers and distributors, which included interviews and inquiries to understand the challenges they face when working together. It also examined the promotions and marketing strategies employed in different regions.

In the B2C (Business-to-Consumer) segment, the research focused on the end consumers who purchase flour products for cooking purposes. This phase of the study aimed to understand consumer preferences, popular dishes during different times, factors influencing their choice of flour products, and the impact of promotions set by retailers. Additionally, it analysed how retail pricing strategies and competition from other brands affect consumer choices.

Overall, the research conducted by the SUFFIX team provided valuable insights into both the B2B and B2C segments of the food ingredient industry, helping the brand to make informed decisions and strategies based on consumer behaviour and distributor feedback.

Team

Account Executive

Supasuta Netrungsee

Digital Marketer

Chatarin Inmuang

Director

Jate Saitthiti

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