Electrical and electronic equipment business

“Hatari”

Analyze the business environment

1. Strengths

- Energy-saving products, standardized, certified

- Products are cheap and of good quality because most of them use raw materials from Thailand.

- After-sales service, warranty

- Environmentally friendly, using environmentally friendly materials for packaging, helping to reduce the amount of waste from purchasing products from the brand.

- unique packaging design.

- Pet-friendly materials do not harm animals.

2. Weakness

- There are limitations on the size of pets that can use products from the packaging.

- Because the packaging must be lightweight for transportation, the strength of products made from packaging may not be as strong as competitors that sell this type of product specifically.

- The product's shelf life is long, causing customers to purchase less frequently.

3. Opportunities

- People are more concerned about the environment, starting to pay more attention to environmentally friendly products.

- Pet keeping in today's society is increasing, causing pet-related products to grow rapidly.

- In tropical countries, there is a high demand for products.

4. Threats

- There are many competitors in the product, causing high competition, and the products are not very different from each brand.

- The current sluggish economy has reduced customer purchasing power.

- In cold countries such as Europe, there is very low demand for products.

Brand development goals

- To be more environmentally friendly. Help reduce global warming and show friendliness to users and pets by recycling waste from product packaging into practical items that customers can follow the simplest method.

Target group of customers and

Insight details of the target group

Nowadays, the birth rate is decreasing every year, which is caused by the new generation being more concerned with the consequences after having children, such as the cost of raising children, the environment, social conditions, disease, etc., which is the reason why people The younger generation is interested in keeping dogs, cats, and other animals as family members.

Target of customer

Gen Z who are less interested in having children and are turning to raising dogs or cats as children in the family.

Insight of target

People who want to have a family but are not that ready to take care of children, people who raise animals to relieve loneliness. and mental therapy.

Social and environmental packaging design

for brands and products offered

The design is usually a box that holds the fan. Foam will be used as a shock absorber. The foam itself is also a piece of waste that is difficult to decompose. Our designed the product box to have an internal structure that protrudes from the box to cover the proportions of the fan to prevent shock. And the additional parts that extend into the box will be part of the pet house's structure.

Our product boxes come in many types. Because in today's era people like to buy things that we can't choose the style of, known as random boxes, we have brought ideas to make the appearance of the pet house in each box to be assembled differently.

Marketing Activities and

Brand Development through Packaging

1. Influencer Reviews in TikTok: We plan to collaborate with influencers who focus on content about pets, specifically dogs and cats, as the target audience for this packaging is pet owners. The selected influencers are:

1. TikTok: @cielmeowmun (Ciel Meowmun)

This is a popular channel that features pet content, with the unique aspect being the owner, “ Sin ” who voice-overs the cat’s dialogues in the videos. The interaction between Ciel and Kirua gives the channel its unique charm. The channel offers various content, such as house tours with Ciel and health check-ups. With 5.2 million followers.

1. TikTok: @ployy_chuek (Ployy Chuek)

This channel tells the story of a stray cat named “Kai Khao,” who was adopted by the owner, “Khun Ploy.” The early content focused on Kai Khao's daily life before being adopted. The channel stands out with its narration style and Kai Khao's story. The channel has 5.5 million followers.

1.  TikTok: @staywithnoppo (Stay with Noppo)

This channel focuses on a dog named “Noppo,” which became famous for the “Noppo Mum Mum” song, used while feeding Noppo. The content is friendly, which is the channel’s signature. It has 248,000 followers.

1. TikTok: @japanfriends (Japan and Friend)

This channel is popular among pet lovers, featuring a Golden Retriever named “Jum Meng.” The content revolves around the daily life of the dogs in the house, including other dogs named Jedi and Jaidee, emphasizing the relationship between them. The channel's charm comes from its narration and friendly tone, with 4.1 million followers.

1. TikTok: @glutastory (Gluta Story)

This channel is well-known among pet lovers, especially dog enthusiasts. It tells the story of former stray dogs rescued by the owners, “Yorch and Som.” The content promotes responsible pet care and the rescue of stray animals. The channel has 2.1 million followers.

The budget for influencer collaborations is estimated at 90,000 – 300,000 THB per channel, except for @staywithnoppo, the budget is 30,000 – 100,000 THB, based on the follower count.

source : https://www.brandage.com/article/37732

2. Promoting Donations through the “Buy 1, Donate 5 THB” Campaign

We will promote a campaign where 5 THB will be donated for every product purchased. The donations will go to Soi Dog Foundation, an organization dedicated to improving the welfare of stray dogs and cats in Thailand and Asia. Their mission is to provide better lives for both animals and the community, aiming to create a stray-free society. They offer medical care, spaying, vaccinations, and safe shelter for sick or injured animals. Additionally, they work to end the dog meat trade in several Asian countries and provide animal welfare education in community schools to foster compassion and good treatment of stray animals.

source: https://www.soidog.org/

3. Creating a Sustainable and Environmentally-Friendly Brand Image

We aim to develop a sustainable brand image through packaging that can be reused and made from eco-friendly materials. These materials should not harm the environment in both production and decomposition stages. We will also raise awareness of the climate change and the environmental impact of non-sustainable packaging, encouraging consumers to switch to eco-friendly options.

Measuring Marketing Impact

1. Influencer Reviews on TikTok and YouTube:

The effectiveness will be measured by estimating a 5% sales increase from the average views on platform.

1. TikTok: @cielmeowmun (5.2 million followers) has an average of 300,000 views per video, which could lead to an estimated sales increase of 15,000 units.

1. TikTok: @ployy_chuek (5.5 million followers) averages 2 million views per video, potentially increasing sales by 100,000 units.

1. TikTok: @staywithnoppo (248,000 followers) has an average of 150,000 views per video, leading to an estimated sales increase of 7,500 units.

1. TikTok: @japanfriends (4.1 million followers) averages 1 million views per video, leading to a potential sales increase of 50,000 units.

1. TikTok: @glutastory (2.1 million followers) averages 1.2 million views per video, potentially increasing sales by 60,000 units.

2. Promoting Donations through the “Buy 1, Donate 5 THB” Campaign:

Donating tends to make people feel good about helping others, customers may be more inclined to choose products that contribute to charity over regular ones.

3. Building a Sustainable and Environmentally-Friendly Brand Image:

The growing trend of eco-consciousness, make more consumers are becoming aware of the environmental impact of consumption. They expect brands to develop sustainable solutions and are more willing to support eco-friendly products. Therefore, building a brand image focused on sustainability will likely increase sales.