A group of rural Thai women needed more money from selling the rice they grow to pay for schooling and healthcare. Our goal was to provide the Raks Thai Foundation with a marketing plan to increase rice sales and a program on marketing to educate the villagers. Using interviews, surveys, and direct observations we identified the rice’s characteristics and target markets. We produced a marketing plan, product logo, brochure, and an educational program. We believe our plan has wider applicability.
