ISSP [2014] : Marketing Hand-milled Rice in Thailand: Creating a Self-sustainable Future for the Village of Mae Khong Khaa

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.