Client
Cho Heng Rice Vermicelli Factory
Industry
Food & Beverage
Expertise
Digital Strategy
Definition
Cho Heng Rice Vermicelli Factory was founded in the 1930s and produces rice noodles and processed flours used as ingredients across cooking, from desserts to fried dishes. SUFFIX ran market research to find the right pricing and promotions for both B2B wholesalers and B2C consumers, two markets with very different price dynamics and buying behavior.
Objective
To find the optimal price range and promotion for B2B (business-to-business) and B2C (business-to-consumer) markets.
Outcome
SUFFIX ran market research for Cho Heng Rice Vermicelli Factory across both markets. The B2B side meant direct interviews with wholesalers to surface working issues, distribution patterns, and pricing differences across regions. The B2C side covered consumer behavior, from the factors that drive purchase decisions and which dishes are popular at different times of year, to the effect of retailer-led promotions. All of it pointed toward the right pricing range and the right promotions.
Process
How did SUFFIX run the market research for Cho Heng Rice Vermicelli Factory?
Cho Heng Rice Vermicelli Factory wanted to understand both the B2B and B2C markets in depth. SUFFIX started by studying the food ingredients industry as a whole, then split the research into two streams that match how the markets actually work, the B2B stream sold through wholesale agents, and the B2C stream sold through retailers down to end consumers. Splitting the work this way made it clear how the dynamics around pricing, distribution, and promotions differ between markets, and what strategy Cho Heng Rice Vermicelli Factory should set to serve both at the same time.
B2B research, wholesalers, distribution, and regional pricing
The B2B side of Cho Heng Rice Vermicelli Factory sells through wholesale agents, where distribution and pricing details vary by region and major province. SUFFIX focused on working directly with wholesalers, through interviews and conversations that surfaced issues in how they work together, and studied how promotions in each province take shape and how much they affect sales. The findings showed Cho Heng Rice Vermicelli Factory how to set pricing and structure promotions in each area in a way that protects both margins and the wholesaler relationship.
B2C research, consumer behavior and retailer promotions
The B2C side of Cho Heng Rice Vermicelli Factory runs along a chain that goes from retailers to customers who buy flour to cook with at home. SUFFIX studied the full chain, surveying which dishes are popular at different times of year, the factors customers use when choosing flour for cooking, and how much retailer-led promotions actually shape the purchase decision. Together, the B2B and B2C findings gave Cho Heng Rice Vermicelli Factory a clear overall view for setting the right pricing range and the right promotions for each market.
Team
Account Executive
Supasuta Netrungsee
Digital Marketer
Chatarin Inmuang
Director
Jate Saitthiti
