OMAN FOODS INTERNATIONAL SAOC

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 THAMER SILKY BASMATI RICE   

The Story of Thamer-  An Innovation

 

121While creating the Thamer and other OFI brands, the challenge was to create a real competitive advantage or added value for the brand. To achieve this, our team had to be innovative in every aspect of their marketing mix, including positioning, packaging, distribution and communication. This, no doubt, was a costly exercise, but turned out to be the right investment in the longer term.

A key factor that propelled Thamer to a prominent position is that Company's top priority was to deliver on the brand promise to build credibility and trust. Indeed, trusted brands like Thamer are not built overnight but entail a long-term investment in delivering on the brand promise.

The story of Thamer shows that branding provides an escape from commoditization as it moves the buying decision away from solely price factors and therefore can generate a strong return on investment and long-term sustainable advantage. Regionally, there exists a significant potential for the development of the Thamer brand in key growth rice markets and Company is pursuing these growth options in a systematic manner.

As with all markets of commodity goods, price was the only differentiator in Oman rice market. Our team knew that if they can brand their Basmati rice and bundle them with other services, they could build a strong brand. Length, separation, aroma and attractive, convenient packaging are some of the key differentiating factors among different rice types. The second category of Pure Basmati had no strong brands.

Thamer was re-launched in December 2000 and positioned in this market segment. It was a year-long branding exercise. "We re-packed it and reviewed the quality standards.

The differentiation created by the ten OFI was tangible, robust and capable of withstanding intense scrutiny. Thamer Super Basmati Rice has been successful through improving the consistency of the offering. For this, the company has had to install cutting-edge technology. After establishing itself in this category, OFI created other brands such as Al Watni and Shaffaf and thus customer involvement was heightened.

Thamer is a good example of how the brand won the confidence of consumers in a category that was a commodity once. In order to stay ahead, OFI brands remained true to their identity.

To this end, OFI team clearly defined quality standards and set up a full-fledged quality control department. In the Quality Control Department, the company checks and maintains average length of the rice, polish of the rice and cooking results in terms of aroma and colour. Consistency in high quality rice is the key to the success of strong rice brands because that helps end-users in getting the desired taste, fragrance and texture after cooking.

OFI uses the most modern German technology from Buhler to ensure that its rice brands meet the expectations of customers. The Thamer brand of OFI enjoys an international reputation because over the years it has supplied rice that reflects a uniform standard of high quality.

Caltivating

 A RICH HARVEST: Processing the Golden Grains:

Company makes a conscious effort to give you consistent quality. This is possible through stringent checks from the place of procurement to the final packing. We select the best variety of rice, process it using the best machines and finally give you a product that is best in quality.

Renowned technical know-how from Buhler, Germany, and high-tech machinery including the destoners, double stage mist polishers, graders and a highly sensitive colour sortexer, gives the Company a cutting edge advantage. The processing of rice includes cleaning (to remove foreign particles), whitening (to remove bran) thus making the rice whiter, polishing (to give the rice kernels a pearly look) and sorting (to remove any coloured grains). Finally, it is graded according to size.

Basmati Rice

In the process of developing a branding strategy for Thamer, The Company first attempted to identify those customers who are responsive to differentiation and noticed different segments in the Oman market.

1. Premium Basmati segment, wherein consumers perceive the Indian Basmati rice product as premier product and are willing to pay 10 to 15 per cent premium on Indian Basmati. It's a high-priced small market segment and Shaffaf Gold and Asila Gold brands were positioned in this segment.

2. Pure Basmati segment where Pakistani Basmati stands as No 1 in Oman because of the price acceptance by consumers. This is the second largest market segment. Thamer has positioned itself in this market segment and is our flagship brand.

3. Lower class Basmati for a blend of Basmati and long grain rice are used with other rice. The long grain rice has no aroma and it is marginally sticky. The Company positioned its Al Watni rice brand in this segment.


This worked wonders for our Company brands. As with all markets of commodity goods, price was the only differentiator in Oman rice market. Our team knew that if they can brand their Basmati rice and bundle them with other services, they could build a strong brand. Length, separation, aroma and attractive, convenient packaging are some of the key differentiating factors that distinguish our brands.

The differentiation created for the Thamer brand was tangible, robust and capable of withstanding intense scrutiny. Thamer Basmati Rice has been successful through improving the consistency of the offering.

We cater to the local market and have exported our rice products to GCC and other Arab countries including Jordan and Sudan. Year 2006 followed by 2007 have been buoyant for the Company in export. However, it was not so in subsequent years due to international price hike for commodities and re-export from Oman worked out to be uncompetitive for the end users. Company's objective to explore export market is still on.

 

 
Oman Foods International SAOG
received award from Oman Daily Observer in the category of Oman’s Greatest Brands (Oman's Most Prestigious Forthcoming Book on Brands)
for our brand
“Thamer” again in the year 2012-2013. “Thamer”  Ranked No. 1 in its category

and
No. 12 among the Greatest 180 Brands