RINBEE (LIWAYWAY GROUP) FOOD COMPANY

Rinbee (Liwayway Group) Food Company Report

• Introduction

           Rinbee, a cracker brand under Liwayway group, has over 60 years of history. Liwayway is a cracker company based in Philippines and later on was established in other 9 countries in Asia, including Cambodia and Thailand, and its first cracker was called as Oishi. As there is another brand called Oishi in Cambodia and  Thailand, the company decided to renamed the cracker as Rinbee instead.

           By 2012, the company has expanded its business in Cambodia which is located in Phnom Penh Special Economy Zone. As a top cracker brand, Rinbee has 10 different cracker products, all of which have its own unique taste and flavor. Among the ten products, TENTA spicy prawn cracker is the most popular and top sale while the rest are equally supported by customers.

• Vision

           Rinbee is aim to be the top cracker brand in Cambodia in the next five year.

• Mission

           Rinbee’s mission is to provide their customers the best quality of food with affordable prices and at the same time gives customers the joys and excitement of delicious crackers.

• Footsteps to Successes

           Liwayway products are best known throughout the countries for its delicious taste, quantity and sanitation of their products.

           
            According to manager of the company, Rinbee produced approximately 35,000 packages per day which each package has the expiration of 6 months. For production line, it has 3 main processes: Baking, Deep-frying, and Combining ingredients. First the baking process, normally takes about 6 to 12 hours depend on the product. However, to avoid wasting time, they usually bake at night time and follow the other 2 processes at day time and after finish the three stages, the staffs will start packaging. Usually, the raw materials are domestic products, and sometimes are imported from the company in Vietnam due to lack and shortage of supply.

          
           Moreover, to maintain a good relationship with distributors and wholesale customers and to ensure that supplying new distributor will not give a bad impact on old distributors, the company will send their marketing staff to check and study about the new distributor’s shop location, to see whether it will affect other distributors sales. For promotion, for every purchase of 100 big packages, the customer will get 5 big packages for free. Nevertheless, they also offer free delivery for province’s wholesaler in order to save up some cost for buying directly from the company.

           In addition, Rinbee has enlarged its brand name by sponsoring a famous show in Cambodia called Cambodian Got Talent and advertising on many television channels. Recently, Rinbee has been very active on social media in order to spread its advertisements aiming to raise people’s awareness of their products.