A 'Thai' identity

Introduction to Marketing and Advertising 2018/2019 advisor: Piyawan Sunasuan

By Peeraya Rujjanvet

ชือ่ ผลิตภัณฑ์ ข ้าวหลามบ็อกซ ์

Name of the product Kao Lam Box

Design Story
Design Concept/ Design Thinking
Since Khao Lam is the dish that needed to eat right away after purchased because it’s can
be rotten in a day. I came up with the idea to keep this product stay longer and can be
exported to other countries as it is one of the famous dish in Thailand. So, I started to do the
research and found the Vacuum sealers which it can keeps the food to stay longer. Moreover, I
repackage Khao Lam to be in a box that have bamboo picture of its instead of using the real
bamboo since it’s harder for customer to eat from it.

Objectives
The product will keep the perceptions of Thai product but repackage the product to suit
for the foreigner to buy it as the souvenir from Thailand and to suit for export it to other
country. In Order to do that, the glutinous rice roasted itself have to stay longer since it need
to ship to other country or the traveler buy it for the souvenir and the way to keep it is to
packed in it the vacuum sealers. Moreover, the repackaging will make the product become
more modern to export to other countries. However, this Khao Lam Box will also be attracted
to Thai customer because some customers might want to buy Khao Lam for the souvenir or for
eating later.

Cultural Heritage Values

Khoa Lam represents Thailand in the way that it’s a traditional Thai food which can be
seen in all places in Thailand. In Thai local community, people will gather and cooking the food
together. Khao Lam is one of them and they can gain the income for selling it. Khao Lam
become the product that stay with Thai People for a long time.
Design to Market Strategy
My target market are Thai people with the high income, the tourists that visit Thailand,
and the foreigner in other countries. The expectations consumer will have for our product is
Thai Souvenir, easy to eat and keep, and modern. The difference in price will be occur when
consumer purchase it from other local store rather than our “Thai Taste” store and the price
will be different in other countries.

Steps of the product design

Reflection
In this project, the assignment is to create the product that represent Thai identity. So, I
look up on internet and found that there are also many things that can represent Thailand.
However, I have to think carefully how this product will work in a business way. Finally, I picked
Khao Lam, Thai Famous dish, because this product has a very stong Thai identity.
Next step, I planned on how I will recreate this product, the objective of the product,
marketing analysis, and market focus. I have learned that every ideas of the product show the
different result which will affect the company in the future. So, every step in creating one
product is very important.
 After I’m finished this Marketing Project, I have seen how important the uniqueness of
product is to gain the recognition in worldwide. Moreover, the function of the product should
be suitable for everyone.