RA - RIN

Concept / Storytelling

"Rarin" is derived from the phrase "Hom Rarin," which connects to the sentence "Khao Hom Rarin" (fragrant rice). Rarin is a rice brand presented in a lifestyle concept for the Z generation, with a unique packaging design that stands out from the market. Rarin believes that packaging design should primarily cater to the customer's lifestyle. In today’s world, image and style are crucial for the younger generation. To meet this demand, the brand’s packaging is designed to be reused and repurposed in living spaces. This way, customers not only purchase rice but also receive packaging that is valuable and can be reused.

SWOT / Business Environment Analysis

Strengths

1. The brand features a distinctive design that attracts its target audience and offers more functional packaging compared to other brands.

Weaknesses

1. As a new brand, the target audience may still be accustomed to the brands they have been consuming previously.

Opportunities

1. With a unique image compared to other brands in the market, the brand stands out and catches the attention of consumers.

Threats

1. Competitors have the opportunity to target the same audience using similar strategies.

Brand Development Goals

1. The brand can penetrate the tourist market through its packaging and promote Thai rice to the global market. 
2. Rarin stands out for its visual appeal .

Target group

1. Demographic: Male and female, Generation Z, students and young professionals aged 18-26, living in dormitories, condos, or single-bedroom apartments (1-2 people).
2. Psychographic: They enjoy organizing, maintaining their image, have a trendy style, enjoy decorating their rooms, and prioritize packaging when selecting products. They are also interested in environmentally friendly products.

Marketing Activities and Brand Development through Packaging

1. The brand will create gift boxes with graphic designs for various festivals, intended as gifts for elders or respected individuals.
2. There will also be social media promotions to increase brand awareness.

Marketing Performance

1. Collect data from social media, such as polls for future packaging designs.
2. Gather data by observing customers who purchase the brand’s products to align future brand development with customer expectations.

Marketing Channels

1. The products will be available in leading department stores, supermarkets, and online platforms such as Shopee and Lazada.