New Product Development Plan : A Case Study of Instant Rice Flour Mixed with Toddy Palm and Shredded Coconut

Abstract

Khanom Kai Pla made from a mixture of rice flour, toddy palm and shredded coconut is a traditional Thai dessert that has a unique shape and is quite difficult to find for consumption. In order to develop the product in accordance with the traditional way of life, this study was to plan the development of Instant product of Khanom Kai Pla, using the product development process framework. The qualitative research data were collected by in-depth interviewing 3 main groups: entrepreneurs, consumers, and experts. Descriptive methods were used for presentation of the research results. The entrepreneurs suggested that products should be new and should increase product shelf life with 2-layered packaging of the inner sealed plastic bag and the outer paper box. In addition, the instant rice flour should have a quantity of 150 – 200 grams for 70-150 baht. The consumers suggested that the product should be developed to be a new, interesting and easily accessible.  For the packaging, the consumers had the same opinion as entrepreneurs with the selling price 60-100 baht per 500 grams of instant products. It should be sold at department stores, convenience stores, and electronic marketing platforms. Promotion should be by enlarging the product size or buy-1-get-1-free campaign or advertisements by famous people. The experts agreed that the product development concept presented was interesting and feasible with a reasonable price for the quantity.  Distribution should use a dealer system due to it is specific market niche. Therefore, the development plan that should be done further includes the study on methods of production and shelf-life extension as well as the study of consumers’ acceptance of Khanom Kai Pla made from instant rice.