Pumpkin

1. Business Environment Analysis.Internal environment.Material Selection: Utilizing bioplastics, which are 100% biodegradable, and recycled PET reflects a commitment to environmental sustainability. This approach not only helps in reducing long-term waste management costs but also positions the product as eco-friendly. The adoption of bioplastics introduces innovative technology in the confectionery industry, creating a distinct differentiation from competitorsEnvironmentally Friendly Production : The use of bioplastics significantly lowers greenhouse gas emissions during production and disposal. Similarly, employing 100% recyclable PET minimizes the need for new plastic production, promoting efficient resource use. This strategy aligns with ESG principles, demonstrating a responsible approach to social and environmental challenges.
External environment.Consumer behavior: Modern consumers are becoming more interested in products that come from environmentally friendly production sites. People pay attention to brands that support sustainability, especially among Millennials and Gen Z, who tend to choose to buy products that reduce the use of traditional plastics. And products that use socially and environmentally responsible resources
Market competition: In the premium snack market like cookies, the competition is quite high. Focusing on environmentally friendly packaging will make the difference that makes the product stand out in this market.

2.Main Goals: Focus on Sustainability: Emphasize creative packaging design that promotes waste reduction and environmental conservation. Brand Image Creation: Establish a brand image through packaging that communicates our commitment to the environment, supporting waste reduction and minimizing environmental impact by using bioplastics and recycled PET. Support Carbon Neutrality: Achieve net-zero carbon dioxide emissions through the use of bioplastics and reduction of greenhouse gas emissions in production. Business Growth: Focus on expanding the market to customers willing to pay more for environmentally friendly and high-quality products.

3. Target Customer Segmentation and Insights

Target Customer Groups:

1. Environmentally Conscious Consumers: Individuals who are interested in eco-friendly products and aim to reduce the use of non-biodegradable plastics.
Insight: This group shares the brand's values and is committed to supporting socially and environmentally responsible products.

2. Affluent Consumers: Customers who prioritize unique and aesthetically pleasing products, such as gifts and souvenirs.
Insight: This group tends to choose special gifts that reflect style and demonstrate a concern for the environment.

4. Packaging Design for Society and the Environment and Proposed Products

Packaging Design:

- Utilize bioplastics that are naturally biodegradable within a short period to reduce long-term waste problems.

- Incorporate recycled PET in packaging production to promote resource reuse and decrease the amount of new plastic waste.

- Draw inspiration for packaging design from the Pumpkin Building at Prince of Songkla University, Hat Yai Campus.

5. Marketing Activities and Brand Development through Packaging

Marketing:

- Promote through social media, emphasizing aesthetics and eco-friendly concepts.

- Collaborate with influencers who are passionate about sustainability or eco-friendly products to promote the brand.

- Organize CSR activities focused on recycling and waste reduction, such as a bottle return program for customers to exchange PET bottles for brand products.

Brand Development:

- Utilize packaging to communicate eco-friendliness and raise awareness among environmentally-conscious consumers.

6.Measuring Marketing and Brand Performance

Measurement:

- Assess sales figures and brand awareness by surveying customers on their understanding of the brand's sustainability initiatives.

- Evaluate customer satisfaction through post-purchase surveys or reviews regarding the packaging.

- Measure customer engagement in CSR activities and recycling initiatives.