Green Pork

Background

Currently, the problem of plastic waste is increasing every day. Part of it comes from food packaging that we often use and then throw away. Some of them are plastic bags, plastic handles, plastic cups. Most of them come from skewers such as grilled pork. Since the general image of grilled pork in the market is grilled pork on a stick in a plastic bag, the designer wants to create a new image for grilled pork through the packaging to make it look more expensive and environmentally friendly. It also creates novelty and interest in the product.

Banning Objective

The goal of developing the Green Pork brand is to encourage people in society and food brands to be aware of environmental conservation and turn to developing packaging that is more environmentally friendly.

SWOT

Strengths

- The design of the packaging is more unique than general grilled pork.

- The packaging can be used as a plant pot.

- The price of the product is not too expensive.

- Reduces the amount of plastic waste and waste from skewers.

Weakness

- There is only grilled pork.

- The packaging is larger than before.

- The plant pot can only grow small trees.

- Cannot choose the amount of pork to eat.

Opportunities

- Packaging and image of grilled pork in general Still grilled pork on a stick in a plastic bag.

- Currently, there is a trend for more environmental conservation.

- What urgent needs do people have these days.

Threats

- There are many grilled pork shops in Thailand.

- Some grilled pork shops use glass as packaging.

- General shops can choose the number of skewers to buy.

- Famous shops are more famous.

Primary target

Demographics

-Male/female

-Age 18-25 (approximately GenZ to GenY)

-Student/college student/office worker

-Live with family/or live alone

-Middle-class family, if a teenager, the allowance is around 6,000 baht or more per month If working age, the income is around 25,000 baht or more -Live near a shopping mall/market

-The residence has space for planting trees

Psychographics

- Love grilled pork with all my heart.

- Dislike plastic bags used to put grilled pork because of its cleanliness.

- Need a rush in life because of the competition in society.

- Want food that is easy to walk and eat.

- Want to participate in environmental conservation.

- Like to plant trees.

- Play social media such as Facebook and IG

Marketing activities and developing brands through packaging

- Expand sales sources from Food Truck to various platforms such as Gradfood or Foodpanda.

- Make product promotion posts on online media.

- Create campaigns on online media, such as a photo contest of each person's flower pot made from packaging to win various prizes.

- Hire influencers to promote products.

Marketing and brand measurement

- Track the number of access to followers on various platforms that have been posted, such as CTR.

- Track the number of orders both on-site and online.

- Track the results of the campaigns that have been organized, both the trends that have occurred and the number of people who join the event each time.

- Competitors have started to adjust according to our brand.

Packaging description

The packaging of grilled pork and sticky rice is designed to increase the value and make it more interesting, usable, and convenient to eat with a glass design. There is a clear divider to prevent pork from mixing with sticky rice, and a toothpick is provided for cleanliness when eating. It also cares about the environment by using PLA plastic to make the glass and lid because it decomposes quickly in 1-5 years. Still, the material is strong and no different from general plastic. The glass can also be used as a plant pot that can automatically water.