From lab to table: launching Thani Food Institute’s passion fruit-infused vinaigrette

What is it about?

During July 2023, Preedha Vinchit, Product Marketer at the Thani Food Institute (TFI), faced a critical decision regarding the launch of the Passion Fruit-Infused Vinaigrette (PFIV). Preedha, with market research and home-use test results indicating positive consumer reception in hand, contemplates whether to proceed with a launch plan of TFI’s design or to endorse her colleague Krit, to invest in his own entrepreneurial venture to introduce his PFIV as a market-ready condiment to consumers in Thailand.

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