Diamond Grains is a granola brand founded in 2012 by Chanisara Wongdeeprasith and Wutthikarn Wongdeeprasith. They spent years developing recipes without sugar or flour to make their granola healthy yet tasty. Diamond Grains focuses on listening to customer feedback to improve their products and brand. Their strategies include promoting through influencers and campaigns to raise healthy food awareness. Most customers appreciate Diamond Grains' focus on health and responsiveness to customers.

1. Assumption University, Graduate School of Business
M.B.A Professional Day
BM 6810 Customer Relationship Management
Individual Assignment
SME Study: Diamond Grains
Presented to
Lakeesha Ransom
Presented by
Nida Barros
ID: 6019088 Section: 11

2. Executive Summary
This report provides an interview from the owner of Diamond Grains, informationabout
the brand, the uniqueness of the brand, the strategies that the brand use to improve the
brand, the way to develop the customer base and CRM implement inside the company.
Methods of CRM concepts include strategic CRM, operational CRM, analytical CRM
and other major business orientations.
The report finds the image of the brand is positive, they got an interesting strategiesto
promote the brand, have an optimistic mindset indoingbusiness, foresight and prediction
in doing business in the future.

3. What is Granola?
Granola is a name of foodthat made of cereals, nuts, oats and usually baked until it is
crispand toasted. Usuallyeaten in the morning as breakfast with milk, yogurt or eating
them as a snack. Suitable for people who love eating nutritionfoodor people who’s very
active because Granola contains benefit that good for health.
The benefit ofGranola
● Improved digestion
● Weight loss
● Reduced cholesterol levels
● Boostedenergylevels
● Preventionof anemia
Interviewees:
Chanisara Wongdeeprasith(Oun), the owner of Diamond Grains
Supansa Chantranusorn (Puk), secretary

4. The storyofDiamondGrains
Diamond Grains is a healthy food, the granola brand which was founded in 2012 bya
couple, Chanisara Wongdeeprasithand Wutthikarn Wongdeeprasithwho back then were
studying at the undergraduate level. They had a dream to start their own foodbusiness
together as it has always been their passion. Bothwant to own a business. They would
like to work and earn their own money since young. They know that only ‘passion’ is not
enough for doing business so they lookedfor the trendand checkedout a foreignmarket.
Last 3 years, the trend of healthy foodwasn't popular as now but theystronglybelieve
that it’s going to work.
They decidedto start making granola bars with various kinds of grains but it failedso
they made it into a piece and then offeredtheir productsto be soldin several malls,
bakery shops and coffee shops. However, theywere oftenrejectedat the beginning as
grain products were usually perceivedto be a difficult sell. Also, the distributorswere
uncertainwhether the product packaging would lookattractive enough to the consumers.
The turning point is when they startedto study on a behaviors of consumers who love to
eat cleanor healthy food, did researchonfood, ingredient, trendand lookingfor the right
supplier. They modifiedeverything from the product packaging to communications
channels by observing what the consumers neededand developing their ideaand
innovation. Doing business is not going to be success inone day so they kept trying to
improve their product for 3 years and eventually got the current recipe of DiamondGrains
we see today.

5. The uniqueness of DiamondGrains
During the time where bothChanisara and Wutthikarn were in the stage of developing
Diamond Grains. They went to the supermarket lookingfor another granolaand they
found out that even though those granolaare categorizedas a healthy food. Those
products still have sugar and flour as an ingredient when people who eat healthy food
don’t usually eat somethingthat contains sugar or flour and that’s how Diamond Grains
become different from another product inthe market.
However, healthy foodusually taste doesn’t goodcompare to normal food. Besides the
nutrition, Diamond Grains also focus onthe taste. With the determinationof being
healthy and delicious at the same time, Diamond Grains spent a few years trying to
improve the taste because they think even if people reallycare about their health but if the
product doesn’t taste good, people just can’t force themselves to eat it. Another unique
point of Diamond Grains is crispy. Most of the granola in the market are crispybecause
they containflour and a lot of sugar but Diamond Grains got somethingto make their
product crispywithout having flour and sugar.
Back then, the trendof eatinghealthy food wasn’t popular in Thailand as now. The
market, target consumer and product were limited. After Diamond Grains become
popular and well-known along with the trendof eating healthy foodgrowing. They
literallybecome the first granola product inThailand and become number one best seller.

6. Currently, the market of granola and healthy foodare growing so having competitorsis
just a normal thing. They believe that consumer has a right to choose. If theyreallydid
well, consumer will choose them. It depend on how goodthey did. When competitor
enteringthe market, they didn’t steal the customer but they are expanding the market.
People are able to see more of this type of product. If there is onlyDiamond Grains in the
market, consumer canbecome sickof it and perhaps just stopeating granola. If there are
any another brand in the market, they can just switch to eat other brands.
DiamondGrains’scustomer
Most of the Diamond Grains’s customers are people who love eating healthy foodalong
with those who are always in rush, have less time to take care of themselves like office
worker. However, Diamond Grains pay attentionto every customers whether theyare
regular or new one. Everyone matters for companyto move forward.
Strategies to maintainrelationshipwithcustomer
Diamond Grains always listento feedback, opinionand criticism from customer. They
see this as an important factor of improvingthemselves. They are always ready to accept
them and find the best way to fix as fast as possible inorder to make customer feel secure
and be taken care of.

7. Developing the customerbase
Diamond Grains will doing more of public relations inthe future. Nowadays there are a
lot of blogger, youtuber and influencers who can promote the brand though famous
youtube channel e.g. Bearhug, LangTooYen. Including the popular famous foodwebsite
e.g. Wongnai. Beside those influencer, DiamondGrains currentlyplanning to have a
campaign to raise awareness of healthy foodand exercisingwhichcan promote the brand
as well. At the same time, Diamond Grains also listento customer’s voice and try to use
everyone’s opinionto improve in every aspects of the company whether they are the stage
of producing, taste, or employee. Listeningto customer’s voice will make the customer
feel that they can relate to not onlythe foodbut the company, the brand as well. They are
willing to take care of the regular customer inorder to make sure theyare happy and be
able to trust Diamond Grains.
CRM in DiamondGrains
Strategic CRM
As the storyof Diamond Grains has mentionedabove about the package of Diamond
Grains. In term of product-oriented, back then the company have heard from what
customer and distributors saidabout the package that it wasn’t attractive enough so
Diamond Grains take that suggestionand improve the package to lookmore stand out and
it work.

8. Before the current Diamond Grains was born, Chanisara and Wutthikarn wanted to know
what recipe theycan go with so that’s why they study on the behaviors of consumers to
find out the ingredient or taste. This is a customer and market-orientedwhere theycollect
customer informationto developtheir product. Up until now they never stopasking for
customer’s feedback, theyeven ask for an idea by using social networkwhich is mostly
Twitter to communicate with customer.
In term of sales-oriented, it is the strongest DiamondGrains’s strategic. From the first
time where Diamond Grains first released, theywere actually planning to do only online
sellingso they onlydid the online PR also the promotionby themselves. In order to save
cost, also using the word-of-mouthfrom customer. Right now Diamond Grains have
added more distributionchannel like Top-Supermarket, 7-eleven, Central FoodHall, Big
C and healthy food/Organic shopdue to the increasingpopularity and customer’s
feedback.
Operational CRM
In service automationwhere theyuse the website for receivinga feedbackand taking an
order from customer. There will be a menu and what product they are lookingfor
customer to clickalso the e-mail integratione.g. once an order is readyfor shipment, an
automated e-mail will inform the customer.

9. Analytical CRM
By having their own website, Diamond Grains can easilytrack and collect customer’s
data like a purchase history, customer’s profile. To find out what type of customer they
are. How old are they? If they are older, Diamond Grains can inform them about a special
offer for aspecific product or where are theyliving? Where are the nearby place selling
Diamond Grains just so they can inform the special offer bysending an e-mail to
customer.
Recommendation
● The website seem to be not effective enoughso they may change the website
layout or use another website builder. The menu on the website lookcomplicated
also the color of the website is too dark.
● For another channel, there shouldbe Diamond Grains available in Tesco Lotus
since Tesco Lotus is everywhere and crowded.
● Add more CRM analytics, the data mining. Find the CRM software for data
warehousing in order to checkthe product and items instorage by using
technologyinsteadof being manual.
● The used of twitter to communicate with customer canbe more professional