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PROJECT RICE BY CAR
01
THE PRODUCT
03
OUR MARKETS & PROPOSITION
Fun and Tasty plastic alternatives: Edible, nonedible & Biodegradable spoons, forks, chop sticks, straws and plates made from rice bran & husk.
Pricing to skim the market & make it widely av ailable. To make eco-friendly approachable and fun.
02
FROM RAW TO REFINED
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THE FUTURE RICE
Sourcing de-oiled rice bran and husk from mills to produce and form our "RICE".
R&D to refine our product and extend. Ultimately spread env ironmental v alues to all.
WHAT IS RICE BRAN?
• The brown outside layer of the rice • Usually is the byproduct of rice millings WHAT IS RICE HUSK?
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Rice husks are the hard protecting coverings of grains of rice Usually is the byproduct of rice millings
WHAT ARE THE ISSUES?
• Rice is staple product of Vietnam • Rice bran and husk are the most underutilized byproducts in rice milling process for human consumption • Perishes quickly if untreated, so ends up as waste
Goodbye for plastic utensils But why?
U.N. SDGs Consumers should be aware of how plastics are made, where they end up and the impact on the environment. 21st century population should striv e towards eco-friendly products.
Rice bran and husk are a major source of agricultural pollution if left unprocessed and contribute to greenhouse gases. Plastics in landfill sites releases many toxic gases to the surroundings.
Many of the plastic products end up in the ocean or riv er destroying the marine habitat and endangering marine biology.
Rice bran and husk are currently being used in low v alue processes that are inefficient. Creating biodegradable products adds v alue to rice by products, forces farmers to adopt ecofriendly practices and industries to innov ate.
BRAN & HUSK CURRENT USAGE 01 BIOMASS Organic fuel is made by rice bran and husk as an alternative for petroleum and husk is also burned to produce energy
02 CONSUMER PRODUCTS Rice bran is used to extract cooking oil, cosmetics, supplements/ soluble and edible goods such as cracker and sweets
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FERTILIZER & FEED
LANDFILL SITES
Rice bran, husk and straw are burned to create ash fertilizers. Also used as liv estock feed.
Short shelf life of rice bran results in rancid oil. The waste ends up in landfill sites where it decomposes resulting greenh ouse gases.
HOW RICE IS JUST RIGHT? REDUCE CARBON FOOTPRINT
Just Imagine about fast food selling restaurants and see the plastic utensils get substituted by RICE's products.
APPROACHABLE We are replacing a very common and recognizable item by an item which values can be potentially passed through generations for a long-period of time
FUN AND TASTY It is an eco-friendly, edible Vietnamese product. We are to make the eco movement fun and inspiring.
THE SECRET NUTRIENT Packed with proteins and fibres, rice bran is a good source for many nutrient related deficiencies
RICE'S PROCESS OUTSIDE COATING & DRY
SHAPING & MOLDING
02 01
MIXTURE
HEATING, PRESSURE & CURING
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05 BIODEGRADATION
B2B RICE
VIET CAFÉs, MILK TEA, CONVENIENCE STORES
THE SUPPLIERS
MARKETING INTERMEDIARIES
55-65% OF SALES
SALES TO BUSINESS
35-45% OF SALES
SALES TO CUSTOMERS
WHEN & WHERE? FAST FOOD FRANCHISES Both our edible and biodegradable cutleries Can be a good alternative for their plastic or paper cups, forks, small saucers and other all utensils
CAFETERIAS Suitable for all school, college, office and other workplace canteens especially young generation would lov e to munch the utensils once they are done with the food
HOME BASED ENTREPRENEURS After the arriv al of online food deliv ery apps usage of cutleries has increased significantly.
STREET FOOD STALLS Our biodegradable utensils can potentially substitute all the plastic Products and costwise, it can compete with plastic cutleries
LUXURY HOTELS I t is easy to promote the usage
of the edible and biodegradable products among elite people and they can afford to buy edible utensils.
INSTANT HOME USAGE Can be used in birthday parties, Wedding ceromonies, camping or other special occasions
OPERATIONS Compression molding machines are available in India by SPS Kalyan Machine Designer: -37,500,000 VND
Aggregators collect agricultural byproducts from small mills and sell at a wholesale price for a profit: -Rice Bran: 5,900 VND/ KG -Rice Husk: 5,750 VND/ KG
Intermediaries will transport, store and package products to sell further to Businesses
Small scale customers: -Home based entrepreneurs -Home usage
Large scale customers: -Cafés -Cafeterias/Restaurants -Luxury Hotels
GEN Zs & YOUNG Ys THEY ARE SOCIAL-ORIENTED
THEY SEEK EXPERIENCE & VALUES
THEY CONNECT AND INFLUENCE
THEY ARE OOH EATERS
THEY ARE OPTIMISTIC SPENDERS
THEY COMMUNICATE
SUSTAINABLE PRODUCT MARKET • The Green Credit Fund allocates 25,000 – 1,000,000 USD per Project at low interest rate to SME --> Emerging market • By 2030 Vietnam hopes to be 100% Sustainable and eco-friendly
• Food delivery in Vietnam is valued at 38 Million USD with 50,000 orders/day --> Plastic alternatives are necessary
• GEN Z spent around 890,000 VND on out of home food and beverage every month in 2017 and still rising
Problems and solutions
Getting the raw materials(husk, bran) without any interruptions
Buying raw materials bulky and store it in a Highly sophisticated & massive warehouse
Launching the products in the market and making people to use them
Ad campaign School and college visits Awareness programs Competitions and fun activities
Cost
Separating our products in to two categories Nonedible cheaper one for general public Edible and expensive one for rich and elite people
Competition to get the raw material
Firstly, buying raw materials from local mills and farmers instead of corporate mills
LOOKING FORWARD 2022
2024
SKIMMING & PENETRATE
EXTEND PRODUCT LINE
2021
2023
INVEST & CONSTRUCT
RESEARCH & DEVELOPMENT
2026 BRAND EXTENSION
2025 INVEST IN BRAND IMAGE
RICE COULD BE PART OF THE SOLUTION TO INNOVATE & INSPIRE
FOR A CREATIVE & GREENER VIETNAM
REFERENCES Ahujia, S 2013, 'Traditional utilization of paddy straw, husk, and bran', ResearchGate, viewed Dec 5, 2020, .
Aim Academy 2019, '5 chiến lược marketing giúp thương hiệu chinh phục Gen Z Việt Nam thời đại số', Aim Academy, viewed Nov 28, 2020, . Aim Academy 2019, '7 insights nổi bật của thế hệ Millennials và bài học cho các thương hiệu', Aim Academy, viewed Nov 28, 2020, . Decision Lab 2017, Your new growt h segment in the out of home market, market report, Decision Lab, viewed Dec 5, 2020, .
DeriX 2019, Generat ion Z and How They Influence t he Fut ure of Businesses, DeriX, viewed Dec 5, 2020, . Epsilon Marleting 2019, How Gen Z influences older generat ions, Epsilon, viewed Dec 5, 2020, . Jamieson, S 2017, Người t iêu dùng t ại các t hị trường đang phát triển ở khu vực Đông Nam Á - Họ là ai?, Nielsen, . John W. Ryan, Edwin O. Stastny, Santa Ana, & Edgar Burns 1970, 'Method of producing molded, edible product', United States Patent Office, . Kim Huong 2019, Food apps drown Viet nam in plastics, Vietnam Investment Review, viewed on Dec 5, 2020, .
N. T. Thong, D. H. Nguyen, P. T. N. Bich & L. T. M. Huong 2017, 'Sustainable Consumption and Production in Vietnam', Sust ainable Asia, pp. 327-356.
REFERENCES Root, T 2019, THE STORY OF PLASTIC: Why carrying your own fork and spoon helps solve t he plastic crisis, National Geographic, viewed Dec 7, 2020, .
SlideModel 2020, Underst anding Gen Z: Charact eristics, Habits, and Differences from Millennials Explained, SlideModel, viewed Dec 5, 2020, . SPS Kalyan Machine Designer 2020, Spoon Making Machine, IndiaMart, viewed on Dec 5, 2020, . SquareUp 2020, How generat ional differences affect buying behavior, SquareUp, viewed Dec 5, 2020, . Vietnam News, Environmentally-friendly product ion and consumpt ion to enhanced, Viet nam News, viewed Dec 5, 2020, . WJSCHROER N.d., Generat ions X,Y, Z and t he Ot hers, WJSCHROER, viewed Dec 5, 2020, .