Foreseeing a business up-trend, Soonthorn Tanyasap, a rice miller and packer in Chon Buri, plans to turn its Kaijae bagged rice into one of the country's top-five sellers within four years. In order to achieve the goal, the company's annual sales revenue will need to rise to Bt4 billion-Bt5 billion by the end of the period, compared with Bt1 billion now.
The plan has been formulated after successful business expansion, particularly in the eastern part of the country.
Soonthorn Tanyasap's rice mill, is which based in Panasnikhom, Chon Buri, has increased its capacity from 15,000 tonnes per year to 60,000 tonnes, following an investment of Bt100 million in a new milling plant in the past two years.
Managing director Teerin Tanyawattanakul said the company planned to boost sales of its bagged rice under the Kaijae brand nationwide. The brand has been sold in Chon Buri for more than 30 years.
The company also plans to export premium rice to China, Hong Kong and Europe. However, it is still primarily focused on the domestic market, thanks to increased demand. Successful domestic business will pave the way for its venturing into exports, said Teerin.
Kaijae rice is distributed in 14 provinces and the company hopes to widen its national coverage this year.
Soonthorn Tanyasap will use traditional trade channels to distribute its products. It will also invest Bt30 million to set up three warehouses in Bangkok, Rayong and Chon Buri to smooth transportation.
"We have to rapidly distribute our rice to customers, as we cannot hold stock longer than one week," he said.
The company has allocated Bt20 million to create brand awareness through above-the-line marketing, including broadcasting its first TV ad.
