Teerapong Rakthananon said that he initiated packaged rice business because he wished to complete his father’s rice-related businesses, which are currently consist of rice mill, rice sales agent and exporting. Since his father will turn 60 this year, Theerapong thinks it’s time for him to sit back and relax.

“Before starting the packaged rice business, our company studied and survey the market. We have found that there are over 100 brands of packaged rice but the leading brands’ market share are less that 10%, and the top five brands’ market share are less than 20%. This means that there really is no leading brand in spite of the fact that it is a large market, worth more than 20000 Million baht per year. Consequently, we decide to introduce our brand to the market.

To prepare for the market, Teerapong has put his investment in a plant near Nong Jok, not far from his family’s rice mill. He also builds new buildings and buy new machinery, with total cost over 100 million baht. For the choice of rice, the company selects jasmine rice and white rice from northeastern and central part of Thailand. The rice packages are ranging from 1, 5, 15 and 49 kg. The target group is general customers, restaurants and general stores. The company ‘s first year goal, after starting distribution in then end of February 2011, is 300 million bath sales and double in the second year.

As for marketing strategy. The company will focus on distributing through Modern Trade, which is nationwide. Usually, other companies join Modern Trade later on because of its high cost and difficulties. However Mahanakorn gives priority to Modern Trade because of its quick nationwide operation.

According to Teerapong, he wishes to make Metropolis rice to represent uniqueness of Thailand and metropolitan of Bangkok. Therefore, the labels of package will be decorated by pictures of Thailand’s famous landmarks, such as Wat Pra Kaeo (Grand Palace) and Bhumibol Bridge. The packages use different colors from different type of rice, for example, blue is for white rice, green is for premium grade jasmine rice , and red is for lower grade rice.

At the back of package will explain characteristic of each type of rice and what it is suitable for, for example, premium grade jasmine rice is good for side dish or rice soup, 5% white rice is great for fried rice and a la carte. These will be useful for customers and they can select right type of rice.

To promote the products, the company is on the process of selecting a well-known person to become the brand ambassador. The details can not be disclosed at the moment, but the brand ambassador must be someone who can complement the company’s expertise and experience.